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put the other course get it up online sit back and enjoy the sales flowing into your business right wrong well the sales funnel you decide to use as the main driver of your business is massively imported in this video I'm going to share with you the three most common sales funnels and why most of them are absolute disaster to focus on and I'm going to show you the one funnel that you absolutely need in your business if you are a coach selling higher ticket Services first and foremost a disclaimer there are no easy paths so if you're climbing a mountain you still have to get to the top of the mountain there's no helicopter that's going to come pick you up and bypass the work you have to do with that said there are easier paths and simpler paths can smarter and faster paths but there's no easy cancel if you're looking for easy stop watching this video you're not the right person I want to speak to in the first place and you're probably not going to do that well in business just be honest okay so with that said let's dive right into the first one which is the course funnel the stereotypical I have a course I sell it online for a couple hundred bucks set it and forget it I want to make passive income that is 100 absolute garbage okay but I get this like everything I'm sharing with you is coming from personal experience I started online back in 2005. okay so I've been doing this for a very very long time and everything I'm showing you here is from actual experience I'll show you some very specific data to show you I'm not just making this stuff up but when it comes to building a course let's first and foremost understand that your clients are not getting results they're not going to even log in they're not going to do the work and they're further wasting their money and they're wasting their time even thinking they're doing the results okay so it's very very hard to make a coursework and the reason for that is because if you think of the fundamental understanding that conversions come from conversations okay you will have higher conversions and more conversions if you speak with your prospects right just that makes sense doesn't it or do you actually think that people have never heard of you are going to somehow go to your web page click a buy now button and drop hundreds of dollars on your course now they might you might say Okay Yuri wall like I'm speaking to my email following in my social following that's great but here's what I often see hey so-and-so how's it going good how's business awesome what do you focus on a lot focused on selling my course awesome great how much do you charge for it I charge 200 that's great how many sales have you made 15. 15 okay cool how have you sold it to my social media following awesome cool your social media following is 2 000 people great you've now tapped there you're done 15 people times 200 is a whopping three thousand dollars congratulations and you don't have a business you're going out of business and thinking that you're going to grow your social media following in the near future to amount to any type of sales that are going to be significant in terms of your bank account is just not going to happen okay so when you are building a course the important thing I want you to understand is that you work fundamentally getting people to move to the sale without ever speaking with you and that's very very hard because number one the only time I see this work is if you are a world class in terms of marketing and operations when I say operations I mean you have to be like an operator like you understand how to build funnels how to track metrics how to optimize funnel flows Etc and quite honestly it's nearly impossible I say nearly impossible for most health practitioners and coaches should have any degree of success with this and let me be very clear selling a couple courses is not a business it's not a business it's a hobby and it's not passive income you have to build the course you're thinking about how am I going to make this you know making more sales and am I going to post some dancing videos on social media it's not passive there is no passive income your business is where you make working income The Profit you take out of that business can then be invested into other vehicles that are more passive but if this is your primary business I please do not get into the mindset of passive income it does not exist in your business now courses have huge scale opportunity you can sell a course forever there's no bottlenecks like people want to talk to you you could sell thousands upon thousands but again you're going to run into some customer service stuff on the back end there's all sorts of stuff you got to think about okay the biggest bottleneck is going back to you have to be an amazing writer you have to be an amazing copywriter specifically which ties into marketing you have to be an amazing operator you have to be an amazing marketer like really in the top one percent of people who are who understand how to craft offers who understand how to influence people and move into action without ever speaking to them on the phone or on Zoom it's very very hard to do that okay and I think also fundamentally is your customers are not going to do the work right you can go into kajabi or whatever you're using and you can look at when they logged in the progress they're making and nine times out of ten they're doing nothing and if people don't do anything with your stuff guess what's going to happen they don't get results or they're going to ask for a refund okay it sucks the juice is not worth the squeeze now I want to be very clear about this when you see the big launches and many of my friends you know you probably know them run very big launches online and we're like oh my God I'm going to launch a course for 2 000 bucks for 500 bucks let me do this whole launch model here's the thing you have to understand these guys and gals who are doing these massive launches the people promoting them are making some serious cash okay in terms of the commissions in terms of bonuses on terms of their sales leaderboard all this kind of stuff and the reason they're able to make money is because the people doing these launches are experts at persuasion are experts at positioning their thing in such a way that people want to buy most of us are not that person okay we can develop into that but it's very very hard it is not a type of business model that you want you can sustain right most people simply burn out by that so let's say you're selling your course choose your social following cool you get a trickle of sales and then what Affiliates are going to promote it no no one's promoting it if it's not selling because then they're not going to make a commission why would they send an email or promote it to their list when they can do other things to promote to their list and make more money paid ads you're not going to want to paid ads profitably until course that's a few hundred dollars unless you were a beast in terms of funnel optimization Etc okay and I'm going to show you an example in the next funnel I'm actually going to walk you through the exact upsell funnel flow of one of our biggest launches and I'm going to show you how much of a nightmare it is if you want to run this type of business and then again we talked about launching I mean unless you know the biggest players in the market you know no one's gonna be sending you any kind of traffic that's going to lead to any appreciable number of sales to put a dent in your bank account and again no one's promoting your stuff unless they are making a lot of money okay I just want to be very clear about that so in terms of this uh course model you think you're just going to put it up there and sit back but the reality is if you wanted to do well most of your time is spent optimizing the offer it's been optimizing the funnel is split testing different price points and all kinds the stuff you turn into a marketer instead of someone who actually works with people and who can grow a business without being the weeds all the time the bigger bottleneck initially is just making sure there's product to Market fit that's the biggest challenge in any new offer are people gonna buy it you don't know and trying to make that work is very hard to do if you're getting people to go to a checkout page and expecting them to buy um at scale okay so I'm just I'm sharing this with you because I've done this dozens of times it's a very hard model to make work I've done it very successfully I've also made a lot of mistakes so I'm sharing this with you not of like Theory but of actual in the trenches experience so that's the course funnel for most people I don't recommend it it's a complete waste of time for the reasons I mentioned earlier okay [Music] now a plus shipping funnel so free plus shipping is essentially I have this book you can get it now it's free just cover the shipping cost you've probably seen this stuff you probably even purchased one of these and it can go both ways so it can be like a physical book and you cover the shipping cost or it can be a digital book and you pay a processing fee that's how they like hide the fee so let me ask you this how do you think these people make that work you just need to just give away books and that's it so why would a business do a free plus shipping type of offer so number one is we understand that risk needs to be mitigated in order for people to buy right if someone's going to buy from you they're taking on more of the risk unless the offer is super compelling and that's where a free plus shipping offer comes in so the offer is like this book is free just cover shipping for 4.95 7.95 whatever it is so you're thinking yourself well what's the big deal I'm going to lose a couple bucks if it sucks who cares if you're trying to sell that type of thing on the front end for 795 dollars the risk on the customer is massive which is why they're not going to buy unless there's an exceptional guarantee that reduces all the risk but the reason free plus shipping offers are so popular is because they increase front-end conversions because they reduce the customer risk which means more people buy now the other thing too is you have to understand if this goes back to what I talked about the course funnel is that you have to become an amazing Market or an operator because if you're bringing clients or customers in on the free and you're covering the initial cost of like the shipping costs Etc and they're paying a part of that you have to think about how can I liquidate my acquisition costs on the front end so most serious business owners do this type of stuff with affiliate Partners who they're paying or they're paying some type of traffic Source like Facebook ads Google ads Etc and they're having to pay it call it a hundred dollars to acquire clients and if they're only charging 4.95 for shipping they have a 95 deficit how do you think they're going to make that up well you need it up sell flow so that you can self-liquidate essentially you can make a hundred dollars on the 100 spend but you've broken it in you have all these customers now and and now you have this pool of customers that you can sell other stuff to I have never seen a newbie actually do this well I've actually not seen a newbie even venture to think about doing a free plus shipping offer it's very risky as a business owner to do this unless you are very very Savvy and I'm going to show you on the screen right now what I'm talking about so you can see this is um actually my former company that I sold this is actually an internal document so it was our Wiki and you can see here that this is our free plus shipping right here free plus shipping Community code book now for context we sold I don't even know 35 000 copies of this okay we had days where commissions were coming in 50 000 commissions on The Daily okay ridiculous volume but the key here is that if we're getting 50 commissions for the portion of the sale our Affiliates for making 75 which means they were making way more if we're getting 50 we were giving away 150 000 okay in total commissions across all these different people so I just want to show you how complicated this is so we have order form bumps a Seven Day meal plan for 67 69 cookbook or cooking videos for 70 bucks digital versions ten dollars for this report another report we could test for five dollars and then we had a number of different offsell flows so when people purchase an order bomb is like the check box on the checkout page itself which says hey do you want the audio version of this or would you like to just add this Cherry cart really easily on the checkout page so we tested a number of different bumps to increase the average order value so we can recoup more money up front and liquidate our costs okay now the upsell flows is what happens after someone puts their information in if they don't go right to a thank you page because if they do you're losing money and you can't do that so you can look at this we have flow number one flow number two flow number three flow number four so we had four different upsell flows okay not just like one upsell flow four distinct upsell flows and check out the insanity here is each upsell flow had four upsells first upsell flow fbmc for seventy nine dollars comfort food collection for 15 healthy fast food collection for 21 on the go snacks these are all different cookbooks Etc that we decided to test out to see what would increase average order value the most this is madness Okay first and foremost you try coming up with four upsells that people actually want to buy then if you're insane like I was is you don't just have one upsell flow with four different options use split test four different ones for a total of 16 different variables for what so you can increase the average order value from 19 to 23. that's the game we were playing and this was like the the straw that broke the camel's back I'm like what ridiculous nonsense what kind of business am I running here like I don't I don't want to run this and it just goes on and on there's another sure there's a fifth of self slow a sixth up cell slope so we end up split testing across two different dates six freaking upsell flows for a free cookbook and we made it work we made it work we are profitable there's a reason that I don't do that anymore there's a reason I don't recommend you do this because it is absolutely exhausting so when I say you have to become a master operator and like ninja when it comes to thinking about how to craft an offer that more people say yes to this is what's required okay so when you're looking at these free plus shipping offers online don't for a second think it's as simple as oh I just get a free cookbook or a free thing and I just paid for shipping understand the mechanics of what goes into that for that business to continue running that at profit at scale it's doable it is but it's very hard to do friend of mine is in supplement space runs an eight-figure business and I was asking I'm like hey how long does it take you to break even on a new client a new customer because they run a lot of Facebook ads to the supplements now again supplements are in this realm of like low ticket stuff average order value 100 to 200 let's say six months six months he told me in his case so he's in the red for six months to break even on a 200 customer and I don't know about you but that's not the type of business that I really want to run I want to run a business where I can pay for my clients in the first 30 days where if I spend a hundred dollars I'm making more than a hundred dollars right away right away and that's exactly how we build healthpreneur but I have this perspective to share with you because I've done all of it okay most funnels are a complete waste of time for the reasons I have mentions okay now here's one more thing I'm going to mention to you about the free plus shipping offer my number two New York Times bestselling book The all the energy diet was built on a free plus shipping offer so let me give you the mechanics of how that one works I spent three hundred thousand dollars to buy my books okay so I could own the order process because I didn't want people going to Amazon because then I couldn't monetize that flow and I could not get partners to promote the book because they would make no money if they just send people to Amazon so it was a lose-lose so what I did is I said I'm gonna buy 11 000 copies of the book I'm gonna pay 300 000 I think that's what we had to pay I'm gonna house the books and that way I can run everything through our payment processing platform because of that we then were able to build out another maniacal crazy upsell flow and what that allowed us to do was it allowed us because I knew that I couldn't sell enough books by myself to hit the New York Times list I needed everyone in the health space to mail out we're talking about the high men's the JJ virgins the everyone okay and thankfully many of these people you know were very close to me and I got a lot of support but that would never have happened if there was nothing in it for them so again I took the risk of spending 300K to either books we were going to take care of fulfilling them and send them out and I got my partners all these different Venture Partners to email their list to buy the book and they came to our site purchased it through our site and they went through an upsell flow now here's the cool thing about this is that we tested this for nine months wasn't like nine days we launched on September we started testing this whole process in March of 2014. so by the time the book launched and we had tested this out through Facebook ads through a couple different kind of beta versions of it we knew that if our partners were able to promote this they would do well and I'm gonna see if I can even pull this up if I have some stats to show you here I'm just going to show you the leaderboard of some of the people here okay so you can see like the number of hops is the number of visits that these people sent us so 30 000 visits 21 000 visits 18 000 visits and here's some of the commissions that they made you know off a few emails and you can see we have a lot of different affiliate Partners here there's north of 50 and in case you don't know who these people are you're not supposed to but they're some of the biggest most influential people in the health and wellness space New York Times bestselling authors the big influencers that you probably already know here's the thing to remember is that most book launches make no money because the people running the book launches don't know how to run a funnel properly our book launch at the time made most of our Affiliates most of our partners five times more money than they had made in any other book that they have promoted and the reason for that is because we tested the hell out of this and so when I say a free plus shipping offer is not viable for most businesses it's because it's freaking hard Okay and like you have to be so good at this to then sell everyone in your space to promote the book because it's not just about the book or the thing it's about how much money they're going to make in promoting your stuff as opposed to promoting their own stuff the final thing I'll mention about a free plus shipping offer or even a course funnel in which you're essentially breaking even at best unless you're amazing and you're doing more on the front end is that the reason one of the reasons I sold my previous company was that I didn't like what was happening to it in the sense of we had all these customers but we didn't have enough products internally to make up the back end so if we spent a hundred dollars to acquire a customer and we broke even we had nothing else to sell them that was converting what ended up happening is that on the back end every day we're promoting someone else's thing go buy this workout program by this nutrition program like it was just ridiculous okay and there were a lot of businesses online that run that type of affiliate model and they have to because if you are losing money on the front end you have to make up on the back end and if you don't have enough internal skus or products yourself you have to promote someone else's stuff because how else you're going to make money it's not a good business model at least not for me I did not enjoy it in the slightest healthpreneur I don't think we've done a single affiliate deal in six years so with all that said and I hope this is making sense well what's the one sales funnel that I do recommend first and foremost you're watching this most likely because you're a coach you're a health professional you're someone who's selling hopefully some higher ticket services with that said I recommend running a call funnel and if you watch any of my other videos specifically what I'm talking about is one specific funnel which I'll get to in a second and hopefully this is making sense if you're enjoying this hit subscribe you know drop me a comment below whatever you know the deal I'm going to show you two different types of car funnels so you've got two different types of funnels so I'll just put a line down the middle you've got version one which is where you have a traffic Source it doesn't matter what the traffic source is okay it could be Facebook ads Google Affiliates email social media and that's going to go to some type of opt-in page and the opt-in page in many cases is going to be like a lead magnet right so opt-in to get this free cheat sheet PDF whatever so you opt in and then the next thing that happens this is the most important real estate in any business online is the next page because you have people at the prime of their Heats like they are the most interested at this point the next page can't be like go check your email it's like whoa you just wasted 100 of people we'll see this next page swapped in okay this is a big opportunity so what a lot of people do is they put a video and then they have a CTA right there which is like hey quick little video call to action below click the book a call okay and so it's a very simple model okay traffic Source you have a lead magnet on the thank you page you have a video with an offer which is to book a call I have a lot of friends in this space and many of them run this type of model and we've run this model about 25 different versions of it with different lead magnets and different offers to book a call what I've noticed over time is that a lot of them think that your most successful clients are too busy they're too busy they got to get right to the point so if you run this type of thing you're going to get the top five percent on the market who are ready to go now and I have just not seen that to be the case right I have not seen that to be the case I've you know we have clients that deal north of 100 million dollars who didn't come through this funnel and they're very successful and they're very busy and remember most of our clients are busy practitioners who are working 80 hours a week in clinic don't have time for anything we still don't run them through this type of funnel and the reason for that is this is that over time I've noticed and I've said this before is that the more people pay the more they pay attention right we've talked about this in previous videos we're talking about premium pricing but there's a flip side to that equation the more people pay attention the more likely they are to pay you because the 10 function is the most important currency we are all vying for if someone opts in from a short little ad as an example to get a one-page cheat sheet where there's no commitments what's the likelihood of their paying attention to the whole process what's the likelihood that they're committed to that outcome the short answer is that it's a very very low commitment and again if I could show you some data which I can't find but in this business so my previous Health and Fitness Wellness Business Online we had our blog and our blog had 12 different content pillars each one of those pieces of content was tied in with a very specific lead magnet and that lead magnet was related to the content so people would read a blog post on intermittent fasting we'd have a lead magnet for intermittent fasting they'd opt in and then on the next page we'd make them a bunch of offers and upsell flows blah blah blah guess how many percentage of people who opt in for the cheat sheet or the lead magnet actually opened the email with the download if you said less than 50 percent you're correct so less than 50 percent of people who are like I want this cheat sheets even open the email that was sent to them with the thing that requested so my question to you is this if you're looking for high-end committed clients who are willing to spend good money with you why would you run them through a funnel that doesn't get them to commit in any way shape or form and you might say Okay Yuri wall what do I do instead well let me ask you this were you ever moved to action by a pamphlet as an example is that the gym I worked at last week and there was a pamphlet on pumpkin seeds pumpkin seed protein and I'm like cool good to know pumpkin seed is the most protein out of any plant I didn't know that interesting but did I do anything about it no by contrast how about the last time you saw a documentary like a documentary that was you know maybe something that was health related or something that really inspired or challenged you to want to be better like the game changers as an example a documentary about you know eating more plant-based Foods the difference here is significant because when you watch a documentary you're invested call it an hour when you read a pamphlet call it a minute you're not going to be transformed by a pamphlet but you will fundamentally change how you think about the topic watching a documentary and that leads me to the second funnel which is still a call funnel we're trying to get people on the phone here and the second funnel so I'm just going to give this a big x what I recommend over here is the following I'm going to lay this out a little bit differently than I have before but this is what we call a perfect client pipeline so here we have a traffic Source at the top and in our case we run ads that end up showing on Facebook and Instagram it leads people to a webinar or a master class and then s is very important then we move people to an application and now we have a call okay so the difference here there are many nuances obviously but the big difference here is this middle piece is the webinar you're a busy people successful people don't have time to watch a webinar I agree I don't watch webinars but we've also built an eight-figure business on this one funnel this is how we help our clients do more than 217 million dollars in their businesses with this one funnel so why don't I watch webinars well maybe I haven't come across a webinar that was really like captivating exactly something I needed to help with I love soccer I watch a lot of soccer to be honest I mean like I don't think most TV is very uplifting so I watch a lot of soccer I mean maybe a couple hours a week for me that's how I spend my time just kind of Disconnect and when people say well I don't have time to watch an hour-long webinar all they're saying is this is not that important to me that's it purpose of this funnel if you think about it juxtaposed in a different fashion is this it's a funnel it's a filter it is all about kicking people out it's removing people who are not a good fit if you don't want to watch my webinar aren't they're never working with me I promise you that okay people book a call with me or with our team the first thing I tell them on the thank you page is hey great job in taking the first step watch the webinar below if you haven't watched the full thing if you have not watched the full thing we're canceling the call I don't have time to around people okay I'm sure you understand I'm a very straight shooter no BS kind of guy I have zero tolerance for and people who are not serious about stuff and when you run this type of funnel the funnel takes care of all those people now there's obviously a couple people that slip through the cracks but that's better than most people stepping through the cracks so I'm a huge fan of perfect client pipeline I'm not delusional to think that there's no other options out there but am I pretty dogmatic in the way like if you're a coach or a practitioner and you want High ticket clients and you want to have a system that works for you where they're at greater likelihood of qualified people ending up on the calls you this is the funnel that it recommends and you know for us our clients typically see a two to five x row as return on ad spend in the first 30 days with this type of funnel actually on average uh 2022 from the clients we collected data from the average return on investment was 534 which means they spent they made 5.34 cents in return pretty good right so with this model the one thing you have to be aware of is you're not setting it and forgetting it the nice thing is you don't actually have to redo the webinar like the webinar most of our clients record is good enough the first time they do it the only time you're spending optimizing this funnel is on the messaging side on the front which is your ads or your copy on the front end which you're going to have to do anyways for anything you can't just like run one ad and expect everything to be amazing you have to you know your messaging has to be good so you test a bunch of different ads but it's not like you're posting stuff on Instagram that doesn't get seen by anyone we're posting something we're amplifying with money your perfect clients see it they come into the webinar they watch it if they like what they see and they fit the credit shirt you're looking for they book a call so you're protecting your time through these barriers of entry into speaking with you you're spending your time initially on the messaging then you're spending time on the sales calls for the enrollment calls depending on how many what type of volume you want to deal with and then you're going to get to a point where you don't have time to take on those enrollment calls anymore or maybe delivery becomes a bottleneck like you can't take on more clients because delivery becomes a bottleneck and you can't take on any more clients answer there and obviously there are ways to mitigate that and create better systems on the back end so what we help our clients do and the beautiful thing about this is like it's a very predictable type of business model we know exactly based on your pricing and based on your model of how you coach clients what Revenue levels a lot of lacks at where those bottlenecks are going to be and exactly how to fix them so I share all this with you because with sales funnel you decide to use as the main driver of your business is massively important it is between that and the type of client you want to work with your perfect client your avatar the two most important decisions you make in your business so I know this is a longer video but I hope I've given you a deep enough dive to help you fundamentally understand some of the math and some of the mechanics some of the pros and cons some of the myths and misconceptions around these different funnels and again I'm not saying a perfect client pipeline is easy it's not if you suck at sales you're going to run into some issues if you don't know how to communicate to people your results will be horrendous but they will be horrendous in everything you do because you still haven't developed the skill of communicating station which is one of the most important things we help our clients with so anyways I hope this has made sense I hope you found this valuable if you'd like a deep dive on exactly how I would start a coaching business from scratch to generating a million dollars in 12 months or less then I'd like you to watch the next video I'm actually going to break down the math of this type of funnel the perfect client Bike Line step by step and show you based on real numbers from our clients exactly how I would generate a million dollars in 12 months or less so if you're a coach or the coaching business you're definitely going to want to check that out it's over here watch it now I appreciate you watching this and I'll see you there foreign [Music]