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so if you go down that road and you just listen to what the gurus say then you're gonna go broke very quickly [Music] let's talk to coaches trainers consultants the training industry a lot of people have video sales letters maybe a sometimes eight to ten minute video leading to a call and then everything happens on the call another format is where people have automated webinars another format is where people have live webinars so if we specifically speak into coaches and trainers people who have mid to high ticket training products and then we laid out these are the marketing funnels what would you say about each of them for these coaches i'd say they all serve their purpose depending on where you are so the exercise that i go through with people is what do you have more of right now do you have more time or do you have more money and depending on the answer to that question would be you know the prescription that i'm going to write for that person if they don't have much money then they need to basically use human capital right as an investment that they make to get them the outcome so i if you go with like you know an automated webinar funnel that's going to give you the highest cost per lead that you can get for booking in a phone call with somebody because there's so many different steps and barriers that someone needs to jump through in order to get to the place where you make them an offer i.e i need to go on the opt-in page i need to register then i need to select the time that works for me then i need to show up to that thing then i need to stay through that whole webinar to the point that you make an offer then after you make the offer then i need to go through go on your booking page select a time that works for me and then only if i find something that works for me then i book in then there's all the chaotic stuff that's going on in my life the dog is barking the baby is crying my wife is calling me i have to go to friends for his birthday party and then i have to show up to your call and then i have to have a great call to the point where i actually buy on the phone call but that doesn't happen more often than not i need to think about it you need to call me back then the follow-up begins then you have to call me duck and dive be in the trenches using all the different weapons you've got to get me back on the line hope that i don't ghost you then hope that i've got the money and hope that i buy right the union economics for that there are so many moving parts that the cost to acquire a customer goes up in proportion to the amount of steps that you're requiring me to take right so if you're going to go for that model straight out the gate and you've got more time than you do money you are going to lose right and that doesn't even even take in all the nuance of having a really good webinar and making sure that it's engagement or i'm not even going into that i'm just going in assuming that you've got a smoking hot webinar and you've got all these open loops and you're pulling me in keeping my attention and doing all this stuff bribing me to stay to the end so if you go down that road and you know you just listen to what the gurus say you know then you're going to go broke very quickly so the way that i think about it is then what is like the cheapest and easiest way to get a lead that you can get on the telephone and it's a lot of the stuff that i go through in my book that is the most efficient cheapest easiest way for you to start right so i've got a thing called transcendental funnel evolution and it's like you know really the continuum between time and money and looking at where you sit with everything and how much time that you need to invest or how much capital do you need to invest to get to the outcome and what are those kind of steps along the way where you graduate like at what point do you move from like a high value content offer and having a vsl to then migrating to a place where you're letting your calendar do all the automation or then you move to a longer vsl or a webinar or just in time webinar there's all these different steps that come in and there's a lot of nuance to it um and to the man with a hammer everything looks like a nail and most of these people that are prescribing stuff they've all just got hammers in their hands right and they're like webinars are the way they're the only way to get clients or vsls are the only way where i have the experience of you know working with thousands of clients in hundreds of niches and generating over 1.33 billion dollars and running thousands of scientific split tests spending 50 million dollars plus on ads where i don't talk from a place of theory i talk from a place of i have been in the trenches getting my teeth kicked in for multiple years and figuring out exactly what is the most effective way to get clients online 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] you