The Only Playbook You Need to Sell Anything Online

0:00 So, I just taught a 2-day training

0:02 to over a thousand savvy affiliate internet marketers,

0:04 and most of them came in expecting a marketing webinar,

0:06 but by the end of day two,

0:08 I was building a working QuickBooks alternative from just one prompt,

0:12 live in front of everyone.

0:13 This video is that whole thing,

0:15 but edited to only the most important critical parts.

0:18 We're going to start on day one, which is the content playbook, the hooks I use,

0:22 the retention hacks,

0:22 and the catchphrase that pulled in over 40,000 followers in a week for only $0.

0:27 And then on day two in this same video,

0:30 we're going to build we're going to build an Instagram automation,

0:33 an AI voice agent, a lead funnel, and a payment link.

0:35 All of it on screen.

0:37 All of it in this one video.

0:38 So, what can you do with this stuff?

0:39 Well, you can either build stuff for yourself or you

0:43 can charge other people to do it for them.

0:48 The whole impetus for this webinar is because I

0:50 got my Facebook account banned and that was providing

0:53 35 grand a month to me in profit

0:56 and it disappeared overnight because I didn't own that audience.

0:59 I don't own Facebook and so it's never

1:01 been more important than ever to get emails,

1:04 get people off the platform through landing pages, funnels, etc.

1:07 So that's like that's everything.

1:09 And I want to really touch on over these two days the fact

1:13 that you don't need a lot of followers to make a lot of money.

1:18 My whole shtick is law of abundance.

1:20 Share everything.

1:20 Like I interview people and sometimes they refuse to come on because

1:23 I say like you have to be able to open the kimono.

1:26 Like show us everything.

1:27 How do you make money?

1:28 How do you find customers?

1:30 And if they're not able to then we don't have them on.

1:32 So I'm going to do the same thing.

1:33 Like I would be a hypocrite if I didn't.

1:36 Um I'm going to show it.

1:37 So, the $97 digital product is what does that mean?

1:40 Is that a low ticket SAS or is

1:42 that like a course that we're selling, a lead magnet?

1:45 What What is the concept here?

1:47 It is anything inside your brain, inside your Dropbox,

1:50 your Google Drive that could be of value to people.

1:54 Um, most people watching this already

1:56 have something like that, some knowledge, insight,

1:59 something, a PDF, a Google Drive folder,

2:02 something that others would find valuable.

2:04 Um the hard part is just finding those people.

2:07 So that's what we're going to talk about.

2:09 And then yes, it typically would be in the in the form of a digital product.

2:12 Okay.

2:12 So a few months ago that did some of what I'm doing today,

2:16 which is like, hey, here's how I make money on Facebook specifically.

2:20 Um and I I shared my screen, I showed everything, and the video did great.

2:24 And then the next day, Facebook banned me.

2:27 Um they said it had nothing to do with the video,

2:29 but of course it had something to do with the video.

2:31 It didn't make sense to me because Facebook wants more creators.

2:34 That's why they pay creators because they have more

2:36 people viewing the content than they have good content.

2:38 Last time you went to Facebook, you probably saw a bunch of AI slop.

2:42 That's cuz they don't have anything better to show you.

2:44 So, Instagram does not really pay creators aside from like posts and carousels,

2:48 but mostly they don't pay creators because they don't need to.

2:51 They have a supply and demand balance where whereas

2:54 on Facebook they have an imbalance, so they pay people.

2:57 And so, um, they banned my my account.

2:59 And so I was out on a run a day or two

3:02 later and I was thinking like how could I turn lemons into lemonade.

3:06 Uh I I really truly believe that anything

3:08 in life either personal or business or otherwise

3:11 any bad thing given enough time and perspective

3:13 can turn into a good thing, right?

3:15 And so I thought, all right, how can I turn this into a good thing?

3:18 And then I thought, well, man,

3:19 um a few months ago I consulted a guy on how to grow his brand.

3:23 We just did one-on-one Zooms.

3:24 He paid me a bunch of money.

3:26 And I never ever do one-on-one consulting because it's not super efficient.

3:29 But I said, I'll do it if A I can record this and share

3:32 it as I will and B you pay me a lot of money.

3:35 And so he said yes.

3:36 And so I had all these recordings in my Google Drive,

3:39 super tactical, how to go viral, how to hook people, how to retain people,

3:43 which platforms, you know, prefer which types of engagement.

3:46 and I put it in a Google Drive and I sent a bunch of like AB test

3:52 emails um to my newsletter and I ended

3:55 up just selling a link to the Google Drive.

3:57 That's it.

3:58 Not like a community with moderators,

4:00 just a link to a Google Drive for 97 bucks and it

4:05 like it made $120,000 profit in like 30 or 45 days.

4:08 So, wow.

4:09 everything I did to do that.

4:11 I'm going to condense it down to the most

4:14 critical relevant points and share that today.

4:16 Got it.

4:16 Let's get right into it.

4:18 So, you get banned from Facebook and takes

4:20 they take off your your revenue line essentially.

4:23 Yep.

4:24 Yeah.

4:24 And so, I went to my email list and to make that money for this digital product,

4:30 I never posted about on Twitter or anywhere.

4:32 I just sent this to segments of my email list.

4:36 Before I talk about retention,

4:38 short form video is the most asymmetric bet in the world.

4:41 Okay.

4:41 What is an asymmetric bet?

4:43 It's like imagine you had the Powerball $100

4:46 million lottery and um the lottery tickets were free.

4:49 They were free.

4:49 Buy as many as you want, right?

4:51 As many as you could fit in your car or as many as the local gas station had.

4:54 How many tickets would you buy?

4:56 Like as many as you could hold, right?

4:57 You would wait in line.

4:59 You would you would get these tickets because

5:01 you had no downside other than your time, which is is relevant.

5:05 That's an asymmetric bet.

5:06 So now imagine there were half a dozen platforms out there,

5:10 billion and trillion dollar companies that had this algorithm um

5:14 called short form video where you could post for free.

5:17 You use your phone that everyone has, take a video of yourself,

5:20 be willing to cringe at yourself a little bit,

5:22 post it, and every single time you hit post, it's a lottery ticket.

5:26 You're playing the lottery ticket the lottery for free with short form video.

5:29 It we have it like we have a free lottery.

5:31 It's called short form video and one of those videos could change your life.

5:35 It might take you posting 10 of them or a hundred or a thousand or 10,000,

5:39 but if you keep learning every time you post, you will eventually win.

5:44 It's it's inevitable.

5:45 Um, so if you're like me and you're

5:47 introverted and you don't want to show your face,

5:50 a there is there are ways around that.

5:52 You can do faceless content.

5:53 You could do content about other people.

5:56 Um, and that works.

5:57 Like there are a lot of people that do that successfully.

6:00 But B, I would suggest that you put that aside because there are tools like

6:05 Hen and Claude and all these AI video

6:08 creation tools that make making faceless content easy.

6:11 Uh, which means like there's a trade-off

6:14 that there's there's never been more demand for people

6:17 to hear real stories from real p people

6:20 with their real faces out there in the world.

6:23 Um, so although you can do faceless stuff, I would recommend that you don't.

6:27 You show your big beautiful face to the world.

6:30 Absolutely.

6:30 So, what is retention gospel compared

6:32 to the short form lotto ticket you're talking about?

6:36 Yes.

6:36 So, the only thing that Twitter and Facebook

6:39 and Instagram and Snapchat and all these platforms want,

6:41 the only thing they want is our attention, right?

6:44 And that comes with a trade-off.

6:45 So, know that yes, these short form video

6:48 algorithms are incredible and innovative, but it's addictive.

6:51 And we have all scrolled too many reels or Tik Toks and we hate it, right?

6:55 So, turn that addiction into a profit.

6:58 turn your dopamine into profit.

6:59 And we talk about dopamine a lot like it's a bad thing and it's not.

7:05 It's a good thing if if that dopamine drives us to action.

7:08 Okay?

7:09 So your your dopamine should drive us

7:11 to acting on something and not just consuming

7:14 more information because then our receptors go bland

7:17 and we're just like robots like Wall-E, right?

7:20 So let your dopamine drive you to action.

7:23 So retention gospel.

7:24 All these platforms want is more of our time.

7:26 They want retention.

7:27 They want us to retain on that video on the platform for as long as possible.

7:31 So if uh we publish a video that um prevents people from swiping away

7:36 to the next video and keeps people on our video for as long as possible,

7:40 then the more it does those two things, the more it's likely to go viral.

7:45 And so if I were to distill down how any algorithm works,

7:48 whether it's for a long form tweet or a long form

7:51 video on YouTube or a short form video, it doesn't matter.

7:53 Um, if someone's scrolling on, let's say,

7:56 Instagram and they see your video and your hook,

7:59 either visual or verbal or whatever, is compelling enough,

8:02 then they won't swipe to the next one, they'll keep watching.

8:05 And if something about that video intrinsically tells them

8:09 there's a payoff at the end of this, right?

8:11 There's something at the end of this that I

8:13 need to get to, then they will keep watching.

8:15 Okay?

8:15 So, let's say this video is about um mowing the lawn.

8:19 I love mowing my lawn.

8:20 It's about mowing the lawn.

8:22 And the first, you know, you have 300 Instagram followers.

8:24 These are your friends from high school.

8:26 You've never created content.

8:27 These are just people, you know,

8:29 and it just so happens that 100 of those friends also like mowing the lawn.

8:33 Then that close circle is going to keep watching the video.

8:36 And it's going to send Instagram a positive signal.

8:38 Then Instagram is going to say, "Oh, all right.

8:40 100 people like this.

8:41 Let's show it to a thousand strangers

8:43 that also like mowing the lawn." And it does.

8:45 It goes a little more broad.

8:46 Those people like it.

8:47 and says, "Let's show it to 10,000 more who we

8:50 think like mowing the lawn." It does and it does well.

8:52 The more they show it to a more and more broad audience,

8:55 and the more that broad audience who has no clue who you are,

8:58 show positive signals, like they watch it, they like it, they don't swipe away,

9:02 the more it's going to show it to more and more people.

9:04 And so, a lawnmowing video might cap out at a million views because

9:07 there are only so many people that go to Instagram to watch lawnmowing videos.

9:11 whereas a video of like you know something more broad

9:15 like eating food could be seen by a 100 million people.

9:18 Um so just in general that's how retention works.

9:21 If we show the platforms that our video is

9:24 keeping people on there longer than average then it will

9:27 keep showing it to more and more people until

9:30 that wider group of people says ah this is boring.

9:32 I'm swiping away.

9:33 Got it.

9:34 So there's a science and an art behind

9:36 the scenes of how these content is created.

9:39 Exactly.

9:40 Yeah.

9:40 Cuz if Susie in Omaha, Nebraska typically has 13minute Instagram sessions

9:47 and our video um like let's say Susie watches

9:50 on average a 20 second Instagram video

9:53 and our video keeps her there for 28 seconds.

9:56 Then it's like all right,

9:58 this is raising Suz's average consumption time by a little bit.

10:01 So this is a good signal we're going to show this to more and more people.

10:04 Yeah.

10:05 Is it important that our content stays the same or can

10:09 you create a bunch of random content that just shows, you know,

10:13 like like a kind of like a blob of all content just to do content,

10:18 you know, that that's I'm so glad you asked that.

10:21 Um, it's important early on that we test a ton of stuff,

10:24 not just like niches, but concepts, right?

10:26 So, let's say I love mowing the lawn.

10:28 We're going to test carousels.

10:30 We're going to test infographic post, picture post.

10:32 We're going to test, you know,

10:34 talking head videos of me walking around the lawn, talking about my lawn.

10:37 We're going to test all kinds of stuff.

10:39 And then m let's say like I don't really care what type of attention I bring.

10:43 Like I'm going to sell a gohigh level product

10:45 or sell a product on a gohigh level site or funnel.

10:48 I don't care what it is as long as it's something I'm interested in.

10:51 Then I'll test like taekwond do videos

10:53 if that's what I'm into or cooking videos.

10:56 Like early on test until you see two things happen.

11:00 a um positive signals from the algorithm and B

11:02 you like it like you you genuinely like

11:05 posting this, you like consuming this type of content

11:08 and it's something that you think could be sustainable.

11:10 Now, I'll also say in getting inspiration for how to post,

11:14 what to post, what other people are doing,

11:16 you need to create a separate Instagram account

11:18 that is completely separate from the one where you're posting.

11:21 So, I have like a consumption Instagram account for research

11:24 um and then I have a posting Instagram account for posting.

11:28 That's the one I'm trying to grow.

11:30 And then I have my for fun account where that's where I go watch Theo

11:33 Von videos and fishing videos because I

11:35 don't want to muddy up the algorithm, right?

11:37 So on my on my research account, I don't follow anyone.

11:40 I don't want anyone to follow me.

11:42 It's just blank.

11:43 It's a dummy account.

11:44 But I will start swiping reels and interacting

11:46 and engaging with ones that are in my niche.

11:49 So I can tell the algorithm more of this, show

11:51 me more of this, more of this, more of this.

11:54 And that will give me tons of inspiration

11:56 of what my content should look like as well.

11:58 Once you find the thing that gives you

12:00 energy and is sustainable and the algorithm likes,

12:02 then you kind of got to stay in that groove, right?

12:06 If you found success and passion in lawnmowing, you you you don't want to get

12:10 to 10,000 followers and then switch to taekwond do.

12:12 You're starting over.

12:13 You you you can do that from a brand new account where you literally start over.

12:17 And that's fine if you want to test that.

12:19 Cool.

12:19 But like a lot of people,

12:21 smart people say that like follower count doesn't matter.

12:23 Follower count's dead because it's all algorithm uh driven.

12:26 That's somewhat true,

12:26 but it's not totally true because every follower you have, even if only 100,

12:31 that's 100 data points for Instagram

12:33 on what your archetype of viewer looks like.

12:36 And so, the more followers you have, the more data points Instagram has,

12:40 and the better and more accurate Instagram will be

12:42 at showing your content to the right type of people.

12:45 And so, if you have 10,000 people that love mowing lawns,

12:48 the even if a thousand of those people love Taekwond do,

12:51 they don't want to hear about it from you.

12:53 you're the lawnmowing guy in their head now.

12:55 It doesn't matter if they also like it.

12:57 They they already get that from other people.

13:00 So, you got to stay in that groove.

13:02 Um or you got to start a new account.

13:04 Yeah.

13:04 I I love this, Chris, because the alignment we have to remind ourselves here

13:08 is that we have a $97 product we're launching, right?

13:12 At some point, as your audience grows, your channels grow,

13:16 the goal is to make sure the offer matches the audience.

13:20 If the offer does not match relevancy to the audience,

13:23 you don't have a business.

13:25 Oh yeah.

13:26 I call it product audience fit.

13:28 That's exactly what you're talking about.

13:30 Let's say I've got this lawnmower audience and I say,

13:34 you know what, these people want to buy lawnmowers.

13:36 I'm going to develop a lawnmower, whatever.

13:38 Or I'm going to import one from Alibaba.

13:40 I'm going to sell them lawnmowers.

13:42 And I don't pull them.

13:43 I don't test it.

13:45 I don't I just assume.

13:47 You might be successful,

13:48 but you probably won't because you you don't have product audience fit.

13:53 Even if that audience likes lawnmowers,

13:55 they probably already have one that they like.

13:56 They might want like a fertilizer to make their grass greener.

13:59 They're maybe to that point in their lawnmowing journey where

14:01 they want to level it up and they need good fertilizer.

14:04 And so, if you were to get your own fertilizer developed,

14:06 that would have product audience fit.

14:07 And I'm so glad you brought it up, Paulson,

14:09 because it could be the difference between like a million-doll

14:12 launch and a $10,000 launch from the same people,

14:15 whether they have product audience fit or not.

14:17 And so, how do you find it?

14:19 You just post uh Instagram polls to your story.

14:22 You say, "Hey, what like what problems are you having in your lawn mowing?

14:25 I hate my mower.

14:26 My grass isn't green." Blah blah blah.

14:28 And like 72% said, "My grass isn't green." And the next you post another poll.

14:31 What do you dislike about your grass not being green?

14:33 Well, it's green, but half of it is crab grass.

14:36 Well, I have bare spots.

14:37 Well, okay.

14:38 You take that.

14:39 Oh, 83% said this the next day.

14:40 Tell me about your crab grass.

14:42 Is it invasive?

14:42 Is it coming?

14:43 And then like at the end of four days now you know exactly what they need.

14:48 They need granules, not a spray for crabrass

14:50 in the southeastern United States that emerges in March.

14:54 Like you can learn all that.

14:55 You don't have to guess what they want.

14:57 So then when you have a big launch a month later,

14:59 you'll get a thousand people to convert instead of 10, right?

15:02 So very important that you ask your audience.

15:04 I love it.

15:05 So Chris, is there like a framework you

15:07 follow when it comes to building this stuff?

15:09 So glad you asked.

15:10 Call it the hide the idea.

15:12 Hide the idea framework.

15:13 So you start with a hook.

15:15 And my kind of classic hook, if you haven't followed me,

15:19 is I'm going to share a different screen here.

15:22 I I was posting I posted 20 or 30 times back in 2024.

15:26 I had no success.

15:27 I started a brand new account.

15:29 I had no audience.

15:31 and I saw this cool video on my research account

15:34 of a perfume vending machine and I was like, that is amazing.

15:37 I'm going to post about that.

15:38 If I had a perfume vending machine, here's how I would profit from it.

15:41 And so, I edited it myself.

15:43 I scripted it myself.

15:44 And I don't know what the reason was, but I started the video.

15:48 This is the exact video that I that first went viral for me.

15:51 I started it with this hook.

15:53 Look at this freaking guy right here.

15:54 This guy invented a vending machine that sprays cologne for a dollar.

15:58 Then profit margin is 92%.

15:59 And if you really want to get smart with it,

16:01 you'd put a QR code by each bottle of cologne where you can

16:05 scan and buy it with an affiliate link drop shipped from someone else's website.

16:08 You do no work and you make 15 times what you'd make on one spray.

16:12 Put these out.

16:13 So, we won't watch the whole thing,

16:14 but I started with, look at this freaking guy right here, and it went viral.

16:17 Now, it wasn't the only reason it went viral,

16:19 but I looked at my analytics that all the platforms show us,

16:22 and the swipe away rate was amazing.

16:24 People weren't swiping away.

16:26 So then across platforms it got like 20

16:28 million views which I was getting like 200 views.

16:30 So then I'm like well let's try this.

16:32 Look at this freaking thing right here.

16:33 New trend alert.

16:34 New Oh, look at this freaking thing right here.

16:35 20 million views.

16:36 How about this?

16:37 Would you look at this freaking thing right here?

16:39 I just So that became like my catchphrase by accident, right?

16:42 Because that my swipe away rate was super super good,

16:46 aka low um when I used that hook.

16:49 So you've got to have a good hook.

16:51 Wow.

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16:54 They support my channel.

16:55 I support them.

16:56 Me and my team use them every day.

16:57 So, if you want to try them for 30 days

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17:06 Okay, so that's the hook.

17:07 Uh call to action.

17:08 I won't talk about that now.

17:10 I want to talk about the the hide the idea um HTI, whatever.

17:15 Hide the idea framework.

17:16 Um, for instance, on the perfume vending

17:18 machine that went viral despite the fact

17:20 that I had no idea about retention or hiding the idea at that point.

17:24 Sometimes you get lucky and you know good is the enemy

17:27 of great and 10 million views could have look like

17:30 looked like 20 million views with the right a better

17:32 hook or the right kind of retention hide the idea tactic.

17:35 So if I was posting a video about lawnmowing um I would my hook would be

17:40 something like I can't believe that my grass

17:42 got so green from this one simple trick.

17:44 Okay, that's a hook.

17:46 Like, okay, that's doing two things in one.

17:48 It's a hook because it has your audience.

17:51 Now, my wife would keep swiping, but my audience, they're going to stick around.

17:55 It's hooking them, but it's also telling them

17:57 like you're going to give them something very specific,

17:59 something that makes their grass green.

18:01 So, then after the hook, I'm not going to say the product is greener grass 2000.

18:04 Find it at Home Depot and Lowe's.

18:06 No, I'm going to say, "So, here's what was happening.

18:08 The other day, I was out mowing the lawn and I noticed this bare spot.

18:11 I'm like, what do I do?" So, I start asking Chad GBT.

18:13 I start testing things.

18:14 I buy all these granules.

18:15 I test this.

18:16 I test this.

18:17 And I'm going to show before and afters.

18:18 And the whole time they're like, "What is the thing?

18:21 Why Why are you hiding the idea?" And then as long

18:24 as you actually deliver what you promise in the beginning,

18:26 then at the at the end people are like, "My gosh, that was worth it.

18:30 That was worth the wait.

18:31 That's a I never would have thought to add, you know, vinegar.

18:34 I'm just making this up.

18:35 Vinegar will kill your grass, right?

18:36 Never would have thought to add vinegar

18:38 to a homemade solution for an allnatural, you know, way to green my grass." So,

18:42 they're going to engage at the end because the hook

18:45 delivered or the the retention hack delivered on what you promised.

18:48 That engagement is going to further drive the algorithm.

18:51 Your watch time will be off the chart.

18:53 In the case of that person, it might be 100%,

18:55 it might be 200% because they watch it twice.

18:58 And I watch YouTube videos so often where

19:01 in the beginning they give away the big secret, right?

19:04 And that's and the video might be viral,

19:06 but just because it was viral doesn't mean it could have been 10

19:10 times more viral had they kind of kept the big secret at the end.

19:13 Therefore increased the average view duration for everyone.

19:16 Got it.

19:17 So when it comes to launching a product, right,

19:20 are these the initial steps like the curation of the audience,

19:24 the curation of the list?

19:26 When we talk about social audience, how how do they get to your email list?

19:30 Like you got banned from Facebook, right?

19:32 How did you move these people into the email?

19:34 Like walk us through the mechanics a little bit so

19:36 we have like a north star to kind of plan against.

19:40 Yeah, great point.

19:41 So I'll I'll walk through that on like a no pun intended in a high level basis,

19:46 but then tomorrow I'm going to show like the actual snapshots and stuff.

19:50 So okay, this is this is my Instagram.

19:54 And what you don't want to do is um is give people a link tree, right?

20:01 We've all seen link tree.

20:02 We most of us know what it is.

20:05 It's a link that you click on that has a bunch of other links.

20:08 I used to use it, but then I tested it and it's bad.

20:11 Like it's not good because it gives people analysis paralysis.

20:14 It's like going into um Cheesecake Factory and they give

20:17 you a menu the size of the Bible and you're like,

20:21 I I need like three more hours.

20:22 I don't know what I want.

20:24 And you might just walk out because you don't know what to order.

20:27 Whereas in In-N-Out, you walk in and you're like,

20:28 I'll have a double double animals with animal style fries, right?

20:31 Because what else do I order?

20:33 So, I have four people for four things for people to click.

20:36 I have no link tree.

20:37 I don't want them to go anywhere before they click because every click,

20:40 every piece of friction between you and the end goal,

20:44 whether it's a a free subscription to a newsletter or a $97 whatever,

20:48 like every piece of friction means a double-

20:50 digit drop off in conversion rate, right?

20:53 So, to answer your question, high level,

20:56 what we want to do is lead them off the platform to get their email.

21:00 In this case, it's going to be a gole landing page linked to a funnel, right?

21:04 and it's going to have a thank you page and a welcome email,

21:08 but then more strategically over time, we're going to email them things.

21:11 Um, it could be a $97 playbook a year later.

21:14 It could be a $97 playbook the next day.

21:17 Um, there's two times when an email subscriber loves you the most,

21:21 is the most loyal to you.

21:23 Um, and that's the day they subscribe and then that's

21:26 like years later if they're still opening and reading your emails.

21:31 But most people target pe people in between those two times.

21:34 2 days later to two years later when they've moved on, right?

21:38 There's a lot of stuff to focus on in this world.

21:40 They don't really care about you anymore.

21:41 So I I call that the messy middle.

21:43 You don't want to market to people in the messy middle.

21:46 You want to get them when they're hot or get them

21:48 when they're loyal because they're also loyal uh when they're hot.

21:51 Got it.

21:51 I get a minority percentage of my email subscribers from my profile page.

21:56 Most of them come directly from my short form content.

22:00 And if you listen to any guru out there,

22:02 they'll tell you that you can't get emails from short form

22:05 content because Tik Tockers are finicky and they're that is wrong.

22:08 That is absolutely wrong.

22:10 You just need to have a good enough

22:12 compelling reason for people to want more from you.

22:16 Therefore, your content, your 30 secondond video has to be good enough,

22:19 but it has to tease something that they assume is much, much better.

22:23 And for every niche, that will look completely different.

22:25 for my niche.

22:26 I'm giving them a business idea in 30 seconds

22:28 with enough value in there to get them interested,

22:31 but then a promised business plan that they need to get

22:34 they need to give me their email um to to receive it.

22:38 So, how does that happen?

22:39 Through a CTA, a call to action in your video.

22:42 And I'm going to show you the difference between

22:45 a strong CTA call to action and a weak CTA.

22:49 So, I'm going to switch my screen and I'm going to go

22:53 back to Tik Tok and I'm going to show you this video, right?

22:58 I think this is the one.

23:00 Um, I'm going to show you the difference between this.

23:02 So, do you use a CTA on every piece

23:05 of content or is it just when you're presenting an offer?

23:09 That's a great question.

23:10 Um, I feel very strongly about this.

23:13 If your CTA is like for something unpaid like uh an email address or to follow,

23:20 you want that everywhere, everywhere.

23:22 Don't shrink from it.

23:23 It won't prevent your thing from going viral.

23:26 If your CTA is something that's overtly paid,

23:28 like if I were doing a CTA for this $97

23:31 playbook to the world in a short form video, I would want to be very selective

23:35 and careful about how frequently I pull that lever.

23:38 Um, to me there's two types of CTAs,

23:41 you know, like like, comment, subscribe, whatever.

23:43 And that's like low stakes, that's a low ask,

23:46 and then there's like give me your money.

23:48 And that should be used sparing sparingly when it's only worth it.

23:51 Got it?

23:52 Okay.

23:52 So, I'm just going to show you the first part of this video.

23:54 Look at this freaking thing right here.

23:56 New trend alert.

23:57 New trend alert.

23:57 This is blowing up around the world in two different concepts.

24:00 This is day eight of showing you my favorite 2025 business ideas.

24:04 So, follow for more.

24:04 One for if you're wondering if I'm cringing at myself as I watch that, I am.

24:08 So, if you're cringing at me, we're in the we're on the same page.

24:12 But that thing right there, I'm going to show you definitively.

24:14 Now, that was a follow me uh CTA, low stakes.

24:17 I'm going to show you the analytics of this video.

24:21 Remember, I said follower count does matter because it gives the Sometimes

24:25 Tik Tok glitches out and it shows zero stats for this.

24:27 So, I'm going to go to a different one.

24:29 It gives the algorithm more data points to work with.

24:32 So, I'm going to show you a different video where I had a CTA early on.

24:37 Would you look at this?

24:38 This is one.

24:39 I won't force you to watch it.

24:41 If you look at this, 40,000 followers.

24:43 You mind zooming in, Chris?

24:45 I'm sorry.

24:46 Yeah.

24:47 So, 40,000 followers from one video.

24:49 Okay.

24:50 I have like 670,000 on Tik Tok total out of like 2,000 videos posted.

24:56 So, that is not uh normal for me or for anyone.

25:00 40,000 from one video.

25:02 Well, why?

25:02 It's all because of this CTA.

25:04 I'll show you.

25:05 Would you look at this freaking thing right here?

25:08 I just know I'm going to see these all over this summer.

25:10 Here's why this is a brilliant idea,

25:12 where you can find it and how much you can charge.

25:14 Day 56.

25:15 So, the retention gospel here is why this is a brilliant idea,

25:18 where you can find this machine, cuz they don't even know what to search for.

25:21 They've never seen this before.

25:22 They can't go to Amazon and type in silver

25:24 thing with pink and then what you can charge.

25:26 So, it's like, all right, here's how to do this video.

25:29 Here's how much money this or here's how to do this business in the video.

25:32 Here's how much money it makes.

25:33 And here's what I'm even looking at.

25:34 That's three reasons to get them to watch to the end.

25:37 So, if I put the call to action of follow me right

25:40 after that, then not only are they not going to swipe away,

25:43 but they're probably going to follow me as well.

25:45 So, I say like one video can change your life.

25:47 This video can bring you from 200 followers to 40,200

25:50 followers because the call to action is so strong.

25:53 Got it?

25:54 So, what you're saying here is when you say,

25:57 "Here's a brilliant idea." What you're implying

25:58 to the audience there is keep watching.

26:01 There's something more to just the beginning of the video.

26:04 Let me explain this over.

26:05 So it's almost like stick with me for another two minutes

26:08 or something so you can get the full scope of my content.

26:12 Exactly.

26:12 And so that video had 8 million views and got 40,000 followers.

26:16 So I'm going to put my devil's advocate hat on.

26:19 You ran no ads to this?

26:21 Oh, absolutely not.

26:22 Okay.

26:22 I've never ran ads to a Tik Tok video.

26:24 Got it.

26:25 And your audience is not like international.

26:27 It's everybody everywhere.

26:28 Yeah.

26:29 Awesome.

26:29 Yeah.

26:29 Yeah.

26:30 Um, so half a percent of people that watched this followed me.

26:34 So keep that number in mind.

26:35 Half of a percent followed me, which is high.

26:37 So help me connect the dots here.

26:38 If I'm trying to build a business inside of High Level,

26:41 how is this relevant to me today?

26:43 Like uh you're saying create the content,

26:45 but help me bridge the the phasing of it

26:48 where I can sell something to my audience eventually.

26:51 Yep.

26:52 So, if you look at, let's see, I mean, really any of these.

26:57 Um, if you look at the end,

27:00 I've got an automation here where I say at the end of this video,

27:04 comment plan and I'll send you the business

27:05 plan because I talk about a banana business.

27:07 They're very interested.

27:08 They want to know how to do it.

27:10 So, I promise them a business plan.

27:12 They comment this and then as of 2025,

27:15 you can use Highle to integrate that trigger word with an email automation.

27:20 So then I'll make a business plan and I'll set up an email automation

27:24 and which this is what I'm showing tomorrow

27:26 and I will send them the business plan.

27:29 So now I have their email address.

27:30 That's the magic of all this.

27:32 Got it.

27:33 So as we go through it,

27:35 you have I guess over time you've built up different business plans

27:39 for different audiences and you're curating

27:42 and testing different things that's working over time.

27:45 If I'm brand new, I just need to start with one basically.

27:49 Yeah.

27:50 So, if I had a a you know,

27:52 lawnmowing content for if I posted a piece of content about um you know,

27:56 thickening your bermuda grass, then I would provide a free, you know,

28:00 20page PDF that I use Claude or Chad GBT or any AI tool to make with one prompt.

28:04 So, I'm not having to write this up and then

28:07 I would put put that PDF in Google Drive

28:09 and I would link to that Google Drive when

28:12 people um like subscribe to me from that specific video.

28:15 Got it.

28:16 Got it.

28:16 Yes.

28:17 So, in a sense, uh, from like a first principles perspective,

28:20 every platform is the same in that they

28:22 just want you to keep users on there longer,

28:25 but more specifically, they're different for a few different reasons.

28:28 So, Tik Tok is different because their users are um much more finicky.

28:33 And so, watch time is even more important on Tik Tok,

28:37 average view duration, watch time, than on other platforms.

28:40 Because Tik Tok is just desperate to keep users on the platform.

28:43 They don't care if users like or subscribe.

28:46 So, you'll never see me with a call to action like,

28:48 "Be sure to share this with a friend.

28:50 Be sure to like this." Like, it doesn't do anything for me, right?

28:53 So, on Tik Tok especially, I want to keep people to the very end.

28:57 And if I do, then Tik Tok will reward us handsomely.

29:01 Whereas, YouTube is very YouTube already has a lot of people on their platform.

29:05 YouTube is king.

29:06 YouTube wants you to not swipe away more

29:09 than anything because there's so many YouTube shorts.

29:12 There's like 8 billion hours of shorts uploaded every single day to YouTube.

29:16 And so if your swipe away rate is over uh uh or under 70%.

29:21 Then they love you.

29:22 If people have a 70% chance of not swiping away,

29:26 then YouTube will keep showing it to a broader and broader audience.

29:31 Um, Instagram really wants shares because Instagram

29:34 is a very just for the culture

29:37 of Instagram is sharing through Instagram DMs like group DMs, friend DMs.

29:41 And so if you have watch time and a high share

29:44 rate and on Instagram a high share rate would be 2%.

29:48 So not 2% of your views but 2% of your unique viewers if

29:52 they're sharing it then YouTube will or uh Instagram will reward you handsomely.

29:58 Um, we haven't even talked about LinkedIn and Twitter,

30:01 two very, very incredibly valuable platforms.

30:02 LinkedIn wants early engagement in the replies for whatever reason.

30:06 And so to hack that, there are

30:08 like LinkedIn engagement groups out there where you

30:11 and nine other people can make a pact to just engage with each other's stuff.

30:15 And it seems kind of corny and hokey, but it really,

30:17 really works if in the first hour LinkedIn sees

30:20 that people are engaging with it with your piece of content.

30:24 And on Twitter, Twitter really needs more users.

30:26 even though they've been around for ages, they're struggling.

30:29 Like, they only have 200 million daily active users,

30:32 which is the lowest of everything we're talking about.

30:35 And so, Twitter doesn't just want to see shares,

30:37 but they want to see that you're sharing or that people

30:41 are sharing your tweet with people off the platform.

30:44 So, if you're copying the URL, Twitter will reward you handsomely.

30:47 So, on my tweets, you'll see me occasionally ask people

30:50 to share it with someone that's not on Twitter specifically.

30:53 And it seems like dumb.

30:54 It's like, well, if people are going to share it, they're going to share it.

30:57 Like, you don't need to tell them to share it.

30:59 You do.

30:59 You do because they won't think of it.

31:00 They'll forget.

31:01 And so, that little call to action can make all the difference.

31:04 I love it.

31:05 Chris, I got a question for you as we go further

31:07 into kind of building the email component of it or the organic component.

31:11 So the school of thought I'm having is like if I'm

31:14 a digital marketing agency or a consultant or someone who's working

31:19 uh locally in a city or an industry like what about

31:23 the industry side the niche side what if I just work

31:27 with plumbers right do I create content just for plumbers

31:30 or should I take you know Paulson Thomas as a bigger personal

31:35 brand and see what works like you know as a digital

31:38 product like help me kind of navigate through those, you know,

31:42 dilemmas I would run into as a digital marketer.

31:45 You know, do I go with industry specific like just go

31:49 all in on LinkedIn and nothing else because I'm focused on accounting?

31:52 Great question.

31:53 First of all, no niche is too small, right?

31:55 There's 8 billion of us.

31:57 We're mostly all connected to the internet.

31:59 Like, if you wanted to do like Jewish

32:02 plumbers living in upstate New York, fine, right?

32:05 Because those people will be so loyal to you.

32:07 Even if there's only a hundred of them,

32:09 they will be so loyal to you that those 100 people will

32:13 be more valuable than 10,000 people that are less loyal to you.

32:17 Right?

32:17 So, that is a val a valid route to go.

32:20 Just plumbers or just whatever plumbers in Omaha, Nebraska.

32:23 Yes, you can win at that.

32:25 Um, but I I talk about the messy middle a lot.

32:29 The other way to do it is to go very broad and like Paulson, right?

32:33 This is me and I like to call it me pushed out to the world.

32:38 Here's my morning routine.

32:40 Here's my marketing to plumbers email automation.

32:42 Like here's me at Taekwond do practice.

32:44 Whatever it is, like it it doesn't matter as long

32:47 as it's authentically you pushed out to the world,

32:49 then it kind of breaks that rule that I

32:51 spoke about 20 minutes ago about staying in your lane.

32:54 If your lane is Chris Kerner and what I like, what I love, whatever,

32:58 whether it's emo music, mowing the lawn,

33:00 whatever, then people will identify with that.

33:02 And so it it does mean that your audience

33:06 is less valuable because they could look like anyone

33:09 and not just plumbers in upstate New York that happen

33:12 to spend thousands of dollars a month on software, right?

33:14 It could look like anyone.

33:15 So you might have a much much bigger audience if it's like a personal brand.

33:19 Um but le each person that follows you

33:21 is less valuable than the niche audience as well.

33:25 Got it.

33:25 Okay, let's keep going.

33:27 Okay, so I want to talk a little more about um

33:31 how many people follow you and how kind of irrelevant that is.

33:35 So I recommend everyone read this essay

33:38 published in 2008 called 1,000 true fans.

33:40 I think there's also a book with the same name,

33:44 but his math is that a,000 fans spending $100 a year is a h 100,000 in revenue.

33:50 That math has never been more relevant than today.

33:53 You know, 2008 was a big inflection year,

33:56 but This year is a big inflection year and I, you know,

34:00 like I said at the beginning of this, it's never been more important to be

34:04 authentic and have real stories doing real

34:06 people doing real things in the real world.

34:08 So, a thousand true friends is very um very valuable.

34:11 In uh this guy named Lee Jyn at the the world's greatest venture capital firm,

34:16 Andrew Horowitz, kind of took it a step further.

34:19 She said, "You actually only need a hundred true

34:21 fans paying you $1,000 a year." It's the same math.

34:24 you end up at a at $100,000.

34:26 But I can think of eight to 10 guys that have built 30 to $70,000 a month

34:34 businesses on Twitter with like 2 to 3,000

34:37 followers talking about being fractional CFOs or fractional CMOs.

34:42 Um they have like one offer,

34:46 one service that they charge $2,000 to $5,000 a month

34:49 for and they get a couple of them a month.

34:53 uh they just tweet like you know handful of times a week very

34:56 niche relevant things these tweets get like 40 views 120 views 13 views

35:00 but the people viewing them are so valuable like I have a friend named

35:04 Marcus who has a YouTube channel with 1,700

35:08 subscribers his videos get 400 views know

35:10 on a good day but they're like 50 minutes of like how to optimize

35:15 your Google business profile how to fix

35:18 your funnel like walkthroughs screen sharing and he

35:21 his I'm not exaggerating ating and I pushed back on this when he told

35:25 me his close rate when he gets on calls with his viewers is 100%.

35:30 because these people spend hours with him.

35:33 Of those 823 people watching his 51 minute video about,

35:37 you know, Google ads, they spend hours with him.

35:39 And so when they get on the phone with him,

35:41 they feel like they're talking to a celebrity like, "Oh, I love your video.

35:44 The one you posted, like they are a true fan to him." And so when he says,

35:49 "I will personally manage your marketing for 3500 a month." They say,

35:52 "Where do I sign?" And I I'll also say

35:54 like he does qualify them before he books a call.

35:57 They have to answer questions.

35:59 so he knows they're qualified,

36:00 but 100% close rate and no one knows who this guy is.

36:03 That's what I really want to harp on is

36:06 that it like being obscure and unknown is great.

36:09 Like if the right people know you,

36:11 it's amazing because it's it's not about who you know,

36:14 it's about who knows you and who trusts you.

36:17 Absolutely.

36:17 And I don't know if you know this, Chris,

36:20 but High Level, we're very heavy on our affiliate program, right?

36:23 We have a lot of people that come through that.

36:27 And you know, quite often when we do our endorsement deals or whatever,

36:31 you know, we look at the audience activation rate.

36:35 And a lot of times more followers don't mean more audience.

36:39 It just means they just have a bigger network of people

36:42 that are around them that was like maybe once a follower,

36:46 not a follower anymore.

36:48 A lot of times we see newer players that are

36:51 a bit smaller out crush the big legends all the time.

36:55 You know, so we almost stop paying attention to how

36:58 many followers a lot of people have in general.

37:01 Like that's not even a focus anymore because

37:03 someone with a hundred people that's following them,

37:06 paying them $3,000 a month for services is way more valuable than,

37:10 you know, a bunch of followers and nobody f,

37:14 you know, purchasing anything from them, you know.

37:16 Yeah.

37:17 It's interesting hearing your perspective because you

37:19 you see the other side of those numbers.

37:22 I'm I see myself and some anecdotal examples of people I know,

37:26 but you guys have thousands of affiliates.

37:28 Yep.

37:29 Yep.

37:29 Exactly.

37:29 So, what how do we convert this all into our email?

37:33 Like, how do we get them to get off the platforms

37:37 in a healthy way and become our true loyal followers?

37:41 Yeah.

37:41 So, it all starts with a very very simple landing page,

37:47 which I'm going to build tomorrow.

37:49 Uh, I'm going to share my screen and build it for everyone.

37:52 Like almost nothing on there to click.

37:54 You don't need their phone number, their address, you need their email.

37:57 The more there are there is for them to click on the landing page,

38:00 the more likely they are to get distracted and to never convert at all.

38:03 You need to link to that everywhere,

38:05 the same landing page um, on all the platforms.

38:09 And then you need individual pieces of content to link

38:12 either to that landing page or to a different one.

38:15 But really like once you've tested a few landing pages,

38:18 um you just want to put that one everywhere.

38:20 And then you have your email and then you you'll have a a flow like

38:25 a a welcome sequence that I'll cover tomorrow

38:28 that will kind of strike while the iron's hot.

38:30 That's going to last like a week.

38:32 And then after that, you just want to send them one thing

38:34 a week that's very relevant to what they're doing and very high value.

38:37 And then you can pull that launch lever,

38:40 whether it's a $97 playbook or whatever, at any point in the future.

38:43 Um, that's the name of the game.

38:45 Got it.

38:45 Do you use the social planner at all inside of High Level for to manage

38:49 all these different platforms or how do you I don't actually use that.

38:52 Um, I use High Level for half a dozen plus different things.

38:56 But one thing that I've noticed is that the platforms want us to post

39:02 natively to every platform like manually

39:04 to not even cross-osting between Instagram and Facebook,

39:07 but the same piece of content to Instagram

39:10 and then you upload the same one to Facebook.

39:13 um they the platform sees that as like more effort that you're more

39:18 engaged and I've noticed using like any

39:21 plat uh like cross-osting tool or anything

39:24 that your content isn't likely to do as well which I hate

39:26 to say I would love for the convenience of that because it works great.

39:30 I've tried it.

39:31 Um but that's just what I've noticed.

39:34 Got it.

39:35 Okay.

39:35 Awesome.

39:35 But uh Paul is asking did Chris just undermine the value of the social planner?

39:41 Well, I could tell you it doesn't work for everybody,

39:43 but it works for a lot of people, right?

39:46 Yeah.

39:46 And I mean, would like would you guys

39:48 prefer I just say like whatever sounds good,

39:50 you know, like that's my real experience.

39:52 And High Level has replaced like 13 different SAS tools that I used to use.

39:57 That's one of some that I don't use,

39:59 you know, and some people have success with it.

40:02 So, Got it.

40:03 Yeah.

40:03 Let's see.

40:04 Uh, someone saying, so the AI component, uh, Chris,

40:07 how much of the AI do you use inside of high level?

40:10 because we've got a gentleman asking here

40:12 like what is your experience in AI tools?

40:15 I think high levels um the AI voice agent

40:18 creator is one of the best voice agents out there.

40:22 I presented at a conference in Mexico

40:24 for orthodontists uh last month and I stood

40:27 on stage in front of hundreds of orthodontists

40:30 and I went into high level into the voice

40:32 agent and I created and trained and spoke to a voice agent all within the course

40:37 of like seven minutes from scratch

40:39 and their brains were like melting on the floor.

40:42 It was so good.

40:43 There was so little latency.

40:44 It was so like you just put in the URL of the orthodontist and it

40:48 it's trained it's trained on what how to talk to a mom of four kids

40:52 about pricing and about like you know can you eat popcorn or not and like

40:56 do you accept my insurance like I did

40:58 all that within seven minutes within high level.

41:01 So I I'm like shocked that their AI tools

41:04 aren't more front and center because they're they're so good.

41:08 Yeah.

41:08 Yeah.

41:08 Love it.

41:09 Okay.

41:09 You just saw day one.

41:11 all the strategy, the hooks, the retention, the audiences, all of it.

41:14 But day two is where I stopped talking

41:16 so much and started building live on screen.

41:18 We're going to be in the app building the entire funnel live,

41:22 the post, the automation, the landing page, the email contact list, everything.

41:25 So, copy what I do.

41:27 So, today we're going to talk about okay, what what is the point of the content?

41:30 Where do after someone clicks, what do we do with them?

41:33 How do we get their email?

41:34 How do we monetize them?

41:35 Because that's why we're here.

41:37 Absolutely.

41:37 All right.

41:38 So, let's say you want to capture email

41:41 addresses so you can monetize them, sell to them.

41:43 That starts by posting something on social media.

41:46 So, I've been prepping all morning um and I

41:49 took this post right here and I posted it

41:51 and I want to show you exactly what happens after

41:55 you post and to to getting everything into high level,

41:58 all the automations, all the workflows,

42:00 all the recipes so you can like know exactly where you're at with everyone.

42:04 So, I'm going to show you this post real quick.

42:06 It's just it's about this episode I published recently about

42:08 this guy who does AI audits and the magic is right here.

42:12 Um, comment audit and I'll send you the full template and biz plan.

42:15 You can copy him and then I copy and pasted the same thing in the comments.

42:19 And then I I pinned it.

42:20 You you can't pin it on desktop.

42:22 I pinned it on my phone.

42:23 Um, and what you can see is people are

42:26 commenting audit and this was only posted an hour ago.

42:28 So now we're going to go into high level

42:31 and I'm going to show you exactly what happens from there.

42:34 I can just show you what I've already built,

42:36 but I'm going to build this quote unquote from scratch.

42:39 So, we're gonna start by going to um create workflow.

42:42 Okay?

42:43 And we're going to start from scratch.

42:45 We could build it with AI.

42:47 It works really really well.

42:49 You just prompt it um guys to see how it's done.

42:53 So, so I'm gonna This is the first step of my workflow.

42:58 We need a trigger, right?

43:00 Every workflow needs a trigger and an action.

43:02 What triggers the workflow?

43:04 What should you do once that trigger is pulled?

43:06 So, we're going to go Instagram comments on a post.

43:09 That opens up this screen.

43:10 I'll keep zooming in.

43:11 Um, we're going to name it whatever.

43:13 We're going to name it 422.

43:15 That's tomorrow.

43:16 And I'm going to pick my page.

43:19 Now, uh, in a minute I'll go back and show you how

43:22 to connect your page just so we can truly start from ground zero.

43:25 But for now, it just know it's connected and I picked it from the drop down.

43:29 Post type is publish post.

43:31 We're just going to leave it there.

43:32 And then it wants to know exactly which post we're talking about.

43:35 Well, it's this one.

43:37 It's these are sorted from most recent um to to least.

43:40 So, I'm going to comment on that one.

43:42 And then we're going to add a filter.

43:44 That's very very important.

43:45 The filter in this case is going to be the word audit.

43:48 But since I already set this up, I don't want it to trigger twice.

43:51 And so contains phrase.

43:53 I'm just going to put example.

43:54 We don't want to do exact match because some

43:57 people might say they might put audit in quotations.

44:00 They might take you very literally or they might say the word audit.

44:03 You want to be sure it's just contains and not exact match.

44:06 So contains phrase example and then we

44:08 want to check this box first level comments.

44:10 That is a first level comment.

44:12 Whereas if someone comments on your post and then someone

44:14 else comments on theirs and says you're an idiot, I disagree.

44:17 That's a second, third, or fourth level comment.

44:19 We don't care about that.

44:20 So we just want to track first level comments.

44:23 Um and then we click save.

44:24 So that's kind of like the the hard part.

44:26 That's the bulk of it.

44:28 But then we got to come in here and say,

44:31 "All right, what happens when they do that?

44:33 What do we do?" Like, um, how do we how do we continue to message them?

44:38 So, I'm going to go back here to the one that I built right here.

44:42 And I'll show you that I set it up just as I showed you.

44:47 Page publish, same post, first level comments, contains phrase audit.

44:51 Okay.

44:51 And then the next action is respond comment.

44:55 Now, this is going to be public to everyone in the world.

44:57 Um, we're going to like the comment with this toggle here.

45:00 And then we're just going to put a bunch of different things in.

45:02 Watch for the DM.

45:03 Here it comes.

45:04 All right.

45:04 Thanks.

45:05 Check your DMs.

45:06 It's almost like a roundroin of variety.

45:08 So, it's not like the same exact thing.

45:11 So, why why is that important from a social platform policy standpoint?

45:15 Chris, can you talk a little little can

45:18 you provide some context of why that's there?

45:20 So, some platforms, some are more strict than others,

45:23 but many platforms want to see variety.

45:26 If if this post were to absolutely go viral, and I just comment, "Thanks,

45:30 thanks, thanks, thanks, thanks, thanks, thanks, thanks,

45:31 thanks." It's going to send flags to Instagram,

45:34 Meta, Facebook, whoever, and say,

45:35 "This guy's spamming, this guy's botting." Now,

45:37 I will say Gohigh Level, their integration with Meta is like approved.

45:41 They have a blessing.

45:42 It's not like shady, beneath the scenes,

45:44 like this is all above board and approved.

45:47 Yes.

45:47 Even still, even still, you can you can still get flagged by filters.

45:52 And so, like, just to be safe, uh, put three or four or five in there.

45:57 Furthermore, even if most people know that it's automated,

46:00 it still just looks more real.

46:02 It's like it it's still something.

46:04 It's more authentic.

46:05 And every time you do this on future post,

46:07 you can just copy the same uh workflow and then just

46:11 swap out the trigger word and everything else can stay the same.

46:14 Um, so you don't have to worry about like coming

46:16 up with a bunch of different phrases to comment each time.

46:19 Yeah, this is exactly why you want to be

46:22 very careful of just DMing people using social

46:24 platforms because after like 15 20 of those, your profile

46:28 will get flagged as a spammer, right?

46:31 And then even your friends and family won't

46:33 be able to reach you and that it gets a real it gets real messy once you

46:37 go into those cubby holes or jails, social jails.

46:40 It's really hard to get out an account out of it.

46:43 So, just be careful on that.

46:45 Um, and applies here.

46:47 It's a reply DM.

46:48 Even then, you want to be cautious.

46:50 And we're we're not compliance experts.

46:52 I'm just telling you what I've seen with my own

46:55 agencies and Chris is echoing the same thing.

46:57 Yep.

46:58 And I will say it is very important that you ask them

47:01 to comment because it would not be compliant with Instagram if you didn't.

47:05 You can only DM people that you don't follow, which that's most of these people,

47:09 if they've already if they've recently commented on your post.

47:12 If they commented 25 hours ago, I still can't.

47:15 So, this middle step right here is the key to all of this being compliant.

47:19 They have to comment.

47:20 That shows the the algorithm that they're opting into talking to you more.

47:24 Yeah.

47:25 And is there case sensitivity here?

47:27 If somebody writes audit all capitalized, would it still still work?

47:32 Yep.

47:32 So, then the next step is you are going to message them after they've commented.

47:37 You don't want there to be We could add a delay here.

47:39 We don't want them to be we don't want there

47:41 to be a delay because five seconds goes by and they've

47:43 swiped on, they've moved on, they don't care about your business

47:46 plan anymore or whatever it is that you're offering them.

47:48 So, we want this to be immediate.

47:50 So, after they comment within about 5 seconds, um, and any of you,

47:54 by the way, any of you are welcome to go to my Instagram page right now,

47:58 go to the most recent thing and comment audit,

48:00 and you'll be able to see on the back end how this works.

48:03 I know that's not like a subtle pitch to get more subscribers.

48:06 you can unsubscribe right away,

48:07 but I just want you to see like the full, you know what I'm saying?

48:12 Tipto tail of it.

48:13 Okay.

48:14 So, after they comment, it's going to um DM them.

48:18 Okay.

48:18 And this is all and I'm going to show you what this looks like in a minute.

48:22 Hey, get the full AI audit template, biz plan,

48:24 plus 97 other biz ideas for free right here.

48:26 You can see there's nothing there.

48:28 That's for a good reason.

48:29 If I were to put the hyperlink right here, it would not be clickable by default.

48:33 That's just how Instagram works.

48:34 Instagram wants them to click a button in the DMs.

48:37 And so I'm going to check button and then

48:40 that this is the title of the button and then

48:43 um that is the link where it's going to go

48:45 to and and that where did that link come from?

48:47 That's something you created separately.

48:48 I'm getting there.

48:49 Yep.

48:49 That's I'm going to get there in a minute.

48:51 So just so everyone can see what this looks like.

48:55 Let me uh find you and type in audit.

48:58 So let's see.

48:59 Um audit.

48:59 Okay, I just typed in audit and I see it.

49:03 I mean, I see it on my on the account.

49:07 I see it on my mobile.

49:09 Yeah, it's simply a button that says um get the plan.

49:12 Yep, I can see it.

49:13 And what what happened Yeah.

49:15 What happens is it opens a like an Instagram browser like like a shadow

49:21 browser inside the Instagram app because they don't want you to leave Instagram.

49:24 Um and what you see when you click is what we're about to build.

49:28 So, I wanted just to get up to that point.

49:31 Um, I'll also say like you're going to be tempted to add

49:34 all kinds of complexities to these workflows because it feels good to build,

49:37 but like just keep it simple.

49:39 Keep it simple.

49:40 And let's say you want to tag these contacts

49:42 because they will be saved as a contact automatically.

49:45 Um, you could just add a plus right here.

49:47 You could tag them.

49:48 You could add it to an an action item.

49:51 You can merge it with an existing.

49:52 You can do so many things here, but like again, keep it simple.

49:56 We just want to get their email address.

49:59 Um, and why is tagging important?

50:01 Just for staying organized.

50:02 Uh, you're probably going to have more than one lead magnet,

50:04 and you want to know what person came from what lead magnet.

50:07 To yesterday's example,

50:08 we were talking about having like a lawnmowing Instagram page.

50:11 Maybe some people want to buy fertilizer,

50:13 some people want to buy a lawn mower, some people just want a PDF.

50:16 If you are, if you have 30 different PDF lead magnets over the course

50:20 of a year and you tag all of those people that buy it uh as PDF,

50:24 then when you go to sell a new one,

50:27 you can promote it only to the people who who are tagged as PDF.

50:30 That way, you're not spamming people that aren't likely to buy a PDF.

50:35 Got it, guys?

50:36 tkowners.com.

50:36 That's my community where people are building businesses.

50:39 I do AMAs, Q&As's every week live.

50:41 You can ask me anything you want.

50:43 You can have accountability partners.

50:44 It's about a thousand people in there building, starting, growing businesses.

50:48 Check out TKO as in the kerner office.

50:52 tkowners.com.

50:52 Okay.

50:52 So, to connect your Instagram uh account,

50:55 you're going to go to integrations and you're going to go to Facebook.

50:59 There's no Instagram because Instagram is part of Facebook.

51:01 And you're just going to connect it.

51:03 So, if I were connecting um like if you just pretend Shopify is Instagram,

51:08 you just log in with your credentials and it's connected.

51:11 And then you can manage that connection on the back

51:15 on the marketing tab right here under social planner.

51:17 So you can see here all of my social accounts that are connected.

51:21 You can see statistics and it will pop up in that dropdown

51:24 when you go to build the workflow that I just showed you.

51:27 Got it.

51:27 And you do this for your customers as well, Chris.

51:30 We can.

51:30 Yeah, absolutely.

51:31 I mean this is like if you have any small business customers,

51:36 they should be using this.

51:38 like they should have comment on Instagram notifications like,

51:41 "Hey, like John's HVAC business,

51:43 we've got a spring sale 20% off coupon for HVAC inspections." Like,

51:48 "Did you know your HVAC unit is $10,000 to replace?

51:50 If you don't get it inspected, you're less likely to replace it.

51:54 For a 20% off inspection coupon, comment John's HVAC." Like,

51:57 you could set this up in five minutes for your client.

52:00 And then if you have 10 other clients, copy paste, copy paste, copy paste,

52:04 swap out John's HVAC with Chris's tree trimming,

52:07 and you could charge hundreds of dollars a month to maintain that connection.

52:11 Yep.

52:12 Okay.

52:12 So now, um, we need a a site and a funnel and a lead form.

52:18 So we're going to go to the sites tab to do that.

52:21 So we're going to click new funnel.

52:23 And funnel AI works amazingly.

52:25 Um, but you know what?

52:27 Let's do that because we didn't use AI on the last one.

52:30 Let's do it on this one.

52:32 We'll call it 422.

52:34 We're going to say marketing agency.

52:36 Doesn't matter.

52:36 Generate more leads.

52:37 Friendly takes about 5 10 seconds.

52:39 I don't know how much time we'll have when I'm done with all

52:42 this, but I've been playing around

52:43 with the AI studio like your vibe coding tool.

52:46 And I would I would love to like give a few

52:49 tips on that if we have time at the end.

52:52 Can we Yeah.

52:53 Can we let's let's plan for that later.

52:57 Just came out five days ago.

52:59 All right.

53:00 So, this is the funnel AI uh feature that you just clicked on, huh?

53:06 Yep.

53:06 Yep.

53:07 And I I want to switch my screen for a minute

53:10 because before I strip down this website and everyone's like,

53:13 "What is he doing?" I want to show

53:15 you after extensive AB testing and like hundreds

53:18 of thousands of dollars spent on Facebook ads

53:21 what my highest converting lead form website is.

53:23 This is it.

53:25 You're going to be very unimpressed.

53:27 I promise you.

53:28 it.

53:28 That's it.

53:29 And I've tested this against everything like testimonials, my face, like this.

53:34 I'm a real person.

53:36 This converts the best.

53:37 Okay.

53:38 Now, there's no distractions.

53:39 No, there's no distractions.

53:40 Replace that sentence with whatever it is.

53:42 I don't care what niche it is.

53:44 I don't care if you're an affiliate,

53:45 you're home service marketing, it doesn't matter.

53:47 This just happens to be my lead magnet.

53:50 So, I want to make something that looks like that.

53:52 and I recommend you do as well if you're doing something kind

53:55 of like this because it's just it's proven and I want you to win.

53:59 So, let's go back to my other tab.

54:01 So, I want to say like let's say you want your logo in there.

54:04 Totally great.

54:05 You can use um high levels like uh

54:07 their AI tools to make a logo with one prompt.

54:10 So, I could show you guys how to do that later,

54:13 but for the purpose of this, I don't need or want a logo.

54:16 So, I'm just like stripping this down just relentlessly.

54:18 Cut, cut, cut.

54:19 Um, and I'm gonna add an element.

54:22 You click the plus button right here, top left, and I'm just gonna type in form.

54:25 And I'm going to hit form.

54:27 Oh, I got to drag it in.

54:28 So, we'll drag that in.

54:30 You don't have any forms yet.

54:31 So, we're going to delete this.

54:33 And we're going to click this.

54:35 We're going to go, let's just add a new form.

54:39 We'll call it form 12.

54:40 Edit form.

54:41 We are just going to strip all this down just like we just did.

54:46 Um, I don't need their name.

54:48 I want their name, but I can get that later on an onboarding survey,

54:52 but I don't need it now.

54:53 Because if you add, if you just want their first name,

54:55 you're going to drop your conversion rate by 20 to 30%.

54:59 I'm not exact.

55:00 Um, so this is it.

55:02 This is our form.

55:04 Email, submit, change the color, whatever, doesn't matter.

55:08 We're going to name um form 422.

55:11 And then that's it.

55:12 There's our form.

55:13 Now, let's click the Do you want to save and publish or?

55:17 Yeah, I'm going to do something first.

55:20 Going to do that publish.

55:22 Okay.

55:22 A domain.

55:23 So, I can buy a domain on high level or I can ex I

55:27 can transfer in a domain or I can just use like a a generic one.

55:33 So, I'm just going to use this and then it's going

55:36 to create um just a page on that domain for this.

55:39 And I'm going to click publish.

55:41 So, funny.

55:41 We have a contest for our level up conference at the end of the year

55:45 for the person who had who had bought the most domains in our system.

55:49 It's people like people who have 10,000 plus domain.

55:52 Oh, I should have entered that.

55:54 I've got like 200, but sounds like I'm a lightweight.

55:57 It's like a It's like a credit score, you know?

56:00 It's like a pride.

56:01 It's like a pride thing.

56:02 It's like I'm a real business owner in marketing if you owned a lot of domains.

56:06 So, here's what my website looks like.

56:08 It's very boring.

56:09 I could add some padding up there, but I don't even need to.

56:12 So, let me switch.

56:14 It's almost ridiculous how simple this is, Chris.

56:16 I'm not going to lie.

56:18 Yeah, I know.

56:19 I'm a ridiculous person, so it makes sense.

56:23 So, you're having people go from that audit comment.

56:26 You're sending them a button to this domain right here saying,

56:30 "Grab the grab the lead magnet." So, what about a thank you page?

56:34 What about what happens after the download

56:36 or like what does that experience look like?

56:38 Yep.

56:39 Yep, we're going to get there.

56:41 Um, so we could do this in a couple different ways.

56:44 I like to always have redundancy.

56:46 So, all right.

56:47 So, you can go button action.

56:49 We can uh redirect them to, let's say, our lead magnet is a is a Google doc.

56:54 We could redirect them to the Google doc and send them a thank you email.

56:58 I prefer that.

56:59 Or you could do go to next step and you could put them in a workflow and like

57:03 enter them into a long funnel where you send them offers every x, y, or z days.

57:08 Um, but for now I'm gonna well I'm gonna show you

57:10 how I set this up in the one that's live right now.

57:13 So, we have our URL.

57:14 Um, and I'm gonna go back to the one that I built this morning for 21 leads.

57:20 And you can see um the second step on this one is a thank you page.

57:25 And this is simply it's I just took

57:27 a normal thank you page and I stripped it down.

57:30 Please check your email for what I promised.

57:33 That's it.

57:34 Um, and then right there, that's not even needed.

57:37 So, all right.

57:38 So, we have our website, but a lot needs to happen after that.

57:42 Um, so what we're going to do is we are going to go to um a workflow.

57:48 We're going to go to automations and then we're going to go to this one here.

57:52 Thank you email after form submission.

57:55 That should be pretty self-explanatory.

57:56 Um, so I'm going to show you what happens here.

58:00 I'm going to zoom in.

58:01 This is the trigger and 421 form is

58:04 the one that's actually live on the internet right now.

58:08 So when a form submitted whose name is 421 form um the below things will happen.

58:13 Send thank you email from Chris Kerner.

58:16 Chris's email subject line keep it as short as possible.

58:19 I'm telling you here is the lead I promised you.

58:22 How are like none of that.

58:24 Keep it short.

58:25 Keep it vague.

58:26 You don't really want them to know what they're clicking on other than

58:29 the fact that it's like it's coming

58:31 from the person that they're expecting something from.

58:32 So, if I were sending a newsletter about how to get more HVAC clients,

58:36 my subject line would not be how to get

58:39 more HVAC clients because a lot of my clients

58:41 probably don't care about that despite the fact

58:43 that there's something really valuable in that email for them.

58:46 So, instead, I would just put like um clients.

58:48 That would be the subject line, clients.

58:51 It's like, huh?

58:51 And then they start reading it and then

58:54 what's called the sunk cost fallacy kicks in.

58:56 They're halfway through and they're like, "Man,

58:58 I don't really need more HVAC clients,

58:59 but what he said about Facebook ads is really interesting.

59:02 I'm going to keep reading." And then they keep

59:03 reading and by the end of the email now, they trust you 3% more.

59:06 But they never would have trusted you 3% more had they not clicked on it.

59:10 But they never would have clicked on it if they didn't care about HVAC clients.

59:13 So you got it's kind of like the retention gospel.

59:16 You got to give them got to keep them wondering.

59:18 You have them give them a reason to read to the end.

59:20 in this case to click.

59:21 So, we want to keep the subject line short and a little bit vague.

59:25 Um, and then for a lead magnet, we want to keep the email dead simple.

59:30 Like, at this point, we have their email.

59:32 We need to respect that and we want to give them what they're expecting.

59:35 We don't want to bury it.

59:37 So, this just simply says, "Thanks for signing up.

59:39 Here's what you're looking for." Okay?

59:41 And then the link in this case goes to it goes

59:45 to this business plan that I generated with AI and it's 21 pages.

59:49 It took me one prompt and this is what they're hoping for and expecting.

59:53 This is the lead magnet.

59:55 Yeah.

59:55 And and it doesn't have to be a business plan that you're giving out.

1:00:00 It could be a cooking recipe.

1:00:02 It could be the best things, you know, best practices to keep your lawn green.

1:00:07 It could be, you know, um how to look out for, I don't know,

1:00:13 foundation repair or HVAC,

1:00:14 like whatever you think is valuable to your customer base, right?

1:00:17 Yep.

1:00:18 So, you can see I just set this up

1:00:20 this morning and 40 people have already gone through it.

1:00:23 So, who are those people?

1:00:24 Where are they?

1:00:25 Who are they?

1:00:26 What do we do with them?

1:00:27 We're going to go back and we're going to go

1:00:31 to contacts and these are sorted by most recently updated contacts.

1:00:35 And you're going to see here, so 1 minute ago, 2 minutes ago, 5 minutes ago.

1:00:39 I'm going to show you why some of them have emails and some of them don't.

1:00:43 So, when someone comments on my lead magnet, it will DM them.

1:00:46 And at that moment, Gohigh Level will add them as a contact.

1:00:49 Even though it doesn't have anything except their username.

1:00:51 This is their Instagram username.

1:00:53 So, it's I love this because many of them will never give me their emails.

1:00:57 They're going to bounce.

1:00:58 That's that's what happens in internet marketing.

1:01:00 Even so, I still have their username.

1:01:02 I still have something, but many of them eventually will.

1:01:05 And when they come back, even if it's days, weeks, months later,

1:01:08 Gohigh Level will come back and find them by their username

1:01:12 and append attach their email address to their contact.

1:01:15 So you can see these people actually did

1:01:17 give me their emails and now they're in here.

1:01:19 And so if I want to make money from them today, a year from now, whatever,

1:01:24 it's literally as simple as going back

1:01:26 to that uh workflow here and just adding more steps.

1:01:30 So I could say like delay uh or wait.

1:01:34 Uh I could say wait one day, save.

1:01:37 Then it will just hold on to them and then it'll say send email.

1:01:43 Is that a Instagram specific thing or all

1:01:46 social platforms when it comes to high level,

1:01:48 you know, collecting the emails or Wow.

1:01:50 All of them.

1:01:51 Yeah.

1:01:51 That's a that's a big deal.

1:01:53 I actually didn't even know that existed.

1:01:55 Yeah.

1:01:55 Because a lot of us, if not most of us, at least in the beginning,

1:01:58 we're going to post something and it's not going to be like,

1:02:01 oh, hundreds of people.

1:02:02 Wow.

1:02:03 It's going to be like one the first hour, two the first four hours.

1:02:08 Like one's my mom, one's my cousin.

1:02:10 That's okay.

1:02:11 like that's where you start.

1:02:13 That's okay.

1:02:14 So, every single one is like gold to us and they should be.

1:02:17 And so, if we post a lead magnet

1:02:18 that gets four leads and only two submit their emails,

1:02:21 then at least for the other two, we have their username.

1:02:24 We can manually go to Instagram and say,

1:02:26 "Hey, like this isn't an automation at this point.

1:02:28 This is actually Chris.

1:02:29 Like, does something break?

1:02:30 Did something happen?

1:02:31 Like, I really want to send you that." And we

1:02:33 can like treat it like gold as we should.

1:02:35 So, I really like that about it.

1:02:37 Um, love it.

1:02:38 So, after we send the thank you email, now we can do one of two things.

1:02:43 We can just hold on to their email

1:02:45 and send manual um marketing emails whenever we want, which is a great idea.

1:02:50 We can send manual newsletters daily, weekly, monthly about,

1:02:54 you know, lawn care or whatever it is, or we can just put them in a drip

1:02:57 email marketing campaign all within the same workflow.

1:03:00 So, in this case, let's say my lead magnet is a lawn care guide.

1:03:04 You know, seven steps to make your Bermuda grass more green.

1:03:07 And then a day later, I'm going to send an email and say,

1:03:10 "Hey, did you read the PDF?

1:03:12 Did it help?

1:03:13 FYI, if you want to kind of skip the line,

1:03:16 that plan I sent you takes about 3 months to take effect,

1:03:19 but I have this fertilizer that will take effect in only one month.

1:03:22 So, here's a link to buy that fertilizer."

1:03:24 And maybe it's an affiliate link to someone else's product,

1:03:27 or maybe you have your own product and you link to it.

1:03:30 Um, that can all be done within the same workflow.

1:03:33 If this feels like a lot, it's you're going to pick it up so fast.

1:03:37 promise.

1:03:38 And if you haven't used comparable platforms,

1:03:40 like this is about as simple as you get.

1:03:43 It's it's super self-explanatory.

1:03:44 Yeah.

1:03:44 So, Chris, like, how many lead magnets do you have alive at any

1:03:48 given time that's bringing you leads that's coming in and out of your business?

1:03:52 Like, how many leads do you think will come in in a day for you?

1:03:56 I mean, we we never turn off a lead magnet.

1:03:58 And in this case, I'm referring to a post with an, you know,

1:04:02 a comment automation.

1:04:03 So speaking literally,

1:04:05 I have hundreds 500 to a thousand active lead magnets today.

1:04:09 Most of them are they're old.

1:04:10 You know, the algorithm has worked through them.

1:04:12 There aren't people seeing them, but they still trickle in a few every day.

1:04:17 Um, and so I I love fishing.

1:04:19 I like to use this as a fishing analogy.

1:04:21 Um, I don't know if people know what trot lines are,

1:04:24 but it's basically a long rope with hooks every foot or two and bait.

1:04:28 Um, and you go into like a creek or river and you connect one side of the rope

1:04:32 on over on one side of the the river and the other side on the other.

1:04:36 And as the fish swim up and down the river,

1:04:38 they see your bait every feet, every foot, and they bite.

1:04:40 And then you come back at the end of the day,

1:04:43 you pull it up and you've got fish on like every hook.

1:04:45 Well, if you put three hooks out, you might get three fish.

1:04:48 If you put 300 hooks out, you might get 220 fish.

1:04:51 So, the name of the game here is volume and like not perfection,

1:04:56 not oh, it has to be done.

1:04:57 I don't want to embarrass myself.

1:04:58 What if I have a typo?

1:04:59 I said that.

1:04:59 I fumbled over my word.

1:05:01 Like, stop.

1:05:01 You just need volume.

1:05:02 You need a lot of hooks in the water.

1:05:04 And then they will just pay dividends for months, years to come.

1:05:08 Yeah.

1:05:08 Okay.

1:05:09 So, uh that's like most of the workflow to go

1:05:12 from posting something organically on social media to connecting their email.

1:05:15 So, I'm going to recap real quick and then

1:05:17 I want to talk about a couple other things.

1:05:19 So, to recap, we start by uh we started today by posting to Instagram.

1:05:24 Technically, you should probably start by going

1:05:27 to sites and creating your funnel, right?

1:05:29 So, if you remember, we went to sites, we said new funnel.

1:05:33 Uh, we we created from scratch or from AI.

1:05:36 We used the AI tool and we just said make it friendly,

1:05:39 yada yada, make it a marketing agency.

1:05:41 We stripped it down, we deleted it.

1:05:42 All we did was add a form.

1:05:44 We added a headline.

1:05:44 The headline is what the lead magnet is.

1:05:46 The form only says email and submit.

1:05:48 Right?

1:05:48 That's right here.

1:05:49 Then, in our workflow, we have a thank you page.

1:05:52 that thank you page um will capture their email and it can autodirect them

1:05:56 to the lead magnet as well if we want the link to the lead

1:06:00 magnet in the email and to redirect them after for some um redundancy because

1:06:04 some people won't get the email for whatever

1:06:07 reason they'll mistype it'll go to spam

1:06:09 whatever so the last thing we want is unhappy people so we always want

1:06:12 to work in redundancy so do that first you create a site and a funnel

1:06:16 you can do that in five minutes then you're going to go to automation

1:06:19 you're going to go to workflows and you're

1:06:22 going to create your Instagram comment automation.

1:06:24 This is after you've connected uh Instagram

1:06:26 after going to settings and then integrations.

1:06:28 You go to comment automation and you have a trigger.

1:06:31 You have a trigger word something that relates to your post.

1:06:35 Track first level comments only contains phrase and then you respond on comment.

1:06:39 You can add in a few things.

1:06:40 You want to like the comments as well.

1:06:42 And then you're going to DM them something simple with a URL right here.

1:06:45 This is not the URL to the lead magnet.

1:06:48 It's the URL to your your landing page.

1:06:50 so you can capture their email.

1:06:52 Um, so we do that next.

1:06:54 Then we, you know, we have our form on the website.

1:06:56 We've added it.

1:06:57 And then we need a confirmation email.

1:06:59 That's also going to be um a workflow.

1:07:02 And technically, we could add it to the workflow that I just showed you.

1:07:05 We could just add it as a new action,

1:07:07 but I wanted to keep it separate just so it could be separate in your brain.

1:07:12 Um, we just have this.

1:07:13 If your form is submitted,

1:07:15 then send thank you email with a link to the lead magnet in it.

1:07:18 You can also add an attachment or what have you.

1:07:21 And then if you go to contacts,

1:07:23 you will see people start coming in that are looking for your lead magnet.

1:07:27 Yep.

1:07:27 And you can get really creative with a lot of the formats, right?

1:07:30 You can send a lead magnet.

1:07:32 I don't want to complicate anything.

1:07:33 I'm just giving you all inspiration.

1:07:35 You can send a lead magnet as a video inside

1:07:38 of a course and then look at how much of that video

1:07:43 that they actually watched as a lead that watched 100%

1:07:46 of your video versus someone who watched 10% are two different people, right?

1:07:50 So there are different formats that are even

1:07:52 outside of PDF that you can kind of test

1:07:55 with and a course versus a video versus uh

1:07:58 you know a PDF versus you know different things.

1:08:01 So test it all out.

1:08:03 Yep.

1:08:03 I also wanted to point out something.

1:08:05 So you can see here on the little icon,

1:08:07 if it's a chat window, then it means we don't have their email yet.

1:08:10 We've only messaged on Instagram in this case.

1:08:12 And then if it's a envelope, it means we have their email.

1:08:16 So yesterday we talked a little about um the social planner

1:08:20 and I had mentioned that I don't post from it but it is

1:08:25 an incredible tool for being a dashboard for connecting like you can let's

1:08:29 say I just only want to look at my LinkedIn stats or only

1:08:32 in you know two different Instagram accounts you can see like

1:08:35 a an overall state of the union on your content how it's going

1:08:39 how it's doing what content is taking off and then if you

1:08:42 if you post content that's more timely which a lot of people Um,

1:08:46 you can use this tab right here just for like

1:08:48 seeing what's trending at any given second on multiple different platforms,

1:08:51 which is super super valuable.

1:08:54 Yeah, that's interesting.

1:08:55 I didn't think of it in that kind of a usage,

1:08:58 but I guess numbers don't lie when you look at it from like a three-month view,

1:09:02 six month view, and over time you're seeing

1:09:05 a certain type of content work better than others, right?

1:09:08 Yeah.

1:09:08 You may see a certain type of audience engaging with you better than others.

1:09:12 So these are findings that you'll have that may kind

1:09:15 of open up new can of worms for you, right?

1:09:17 Which is great.

1:09:18 You want to create new problems to solve

1:09:20 better problems in business as you go, right?

1:09:22 Okay, let's keep going.

1:09:23 Okay, so now I'm going to go ahead and build an AI voice agent live

1:09:27 in front of over a thousand people watching

1:09:29 live plus you and just see how everyone reacts.

1:09:31 Are you able to do the voice agent as part of the lead magnet process?

1:09:36 Oh yeah, let's let's pull on that thread a little bit.

1:09:38 So okay, I'm going back to the form that I created with you guys.

1:09:42 I clicked edit form and let's add phone in there.

1:09:44 Okay, so we're going to ask for their phone number.

1:09:47 Um, keep in mind when you do ask for their phone number,

1:09:50 you you need this consent in there.

1:09:52 Legally, there are a lot more uh regulatory things around phones.

1:09:56 Um, so we need to keep this in there.

1:09:59 It's very important.

1:10:00 Um, we'll collect their phone.

1:10:02 Now, what we could do, we're going to save it.

1:10:06 We're going to go back to the um automation and then workflows.

1:10:12 Let's just say we're going to go here.

1:10:17 Thank you email.

1:10:19 Let's say all right wait for an hour

1:10:25 and but beforehand if so what we could do is

1:10:30 say if if they have not open the email

1:10:32 that would be a condition then wait for an hour.

1:10:35 Let's just say a day because that's that's a little stalkerish.

1:10:38 wait for a day and then we are going to let's see what we can do here.

1:10:46 Voice AI outbound call.

1:10:48 Okay.

1:10:49 Yeah, we can call them through an AI and say, "Hey,

1:10:52 I know this is random." And I'm not saying you

1:10:54 should do this or we want to do this, right?

1:10:56 There's not a lot of like relationship there

1:10:58 from someone merely commenting on your Instagram post, right?

1:11:01 But I'm just showing you what's possible.

1:11:02 You could add this to any funnel in any circumstance.

1:11:06 Um, we've got to make sure that this is enabled in our voice AI agent settings,

1:11:10 but we could just do voice AI outbound call

1:11:13 and then we could train the voice agent to say, "Hey, this is Chris.

1:11:16 I sent you the email with that lead magnet.

1:11:18 Did you get it by chance?

1:11:19 By the way, I'm a voice agent in case you're creeped out." Um, yada yada yada.

1:11:23 You could totally add that in as a as a workflow.

1:11:26 You could add in a condition of if they don't open it,

1:11:29 or you could just send it to everyone uh just to be safe.

1:11:33 Makes sense.

1:11:33 So, if I was having trouble like um trying to discern, all right, well,

1:11:37 how do I add the condition of if they've opened the email or not?

1:11:40 Simple.

1:11:40 We just go to create a workflow and we create

1:11:43 it with AI and you just put that in the prompt.

1:11:45 Let's create a brand new workflow from scratch.

1:11:47 Even though I put for scratch, it still lets me build it with AI.

1:11:51 Um I Where are you right now?

1:11:52 This is the I'm in the work the AI workflow builder.

1:11:55 And I said, let's say we've never built a workflow before,

1:11:59 which many of us probably haven't.

1:12:00 I said, "I want a workflow where I use my AI voice agent to call leads only

1:12:04 if they don't open the email I sent

1:12:07 them after a 24-hour delay." Now, look at this.

1:12:09 Form submitted.

1:12:10 All I got to do is pick the form, send email to lead.

1:12:13 All I got to do is fill out the email subject line and and body.

1:12:17 Wait 24 hours.

1:12:18 Um, that is a redundant step.

1:12:20 That's fine.

1:12:21 I'll just delete it.

1:12:22 And then check if email was open.

1:12:24 That's what I was trying to do.

1:12:26 Okay.

1:12:26 So, I couldn't figure it out on the spot with 500 people watching me.

1:12:30 So, I just asked AI and it it did it for me.

1:12:33 Now, if email was open, do this.

1:12:35 If it wasn't open, then don't.

1:12:37 So, right here, I would just say if it was not opened,

1:12:40 call them with my AI voice agent.

1:12:41 If it was, then whatever.

1:12:42 Wow.

1:12:43 So, it seems like a condition step.

1:12:44 Yep.

1:12:45 Right there.

1:12:45 So, you're saying if the email wasn't open,

1:12:47 then it would trigger off a voice drop or a voice AI agent.

1:12:52 Exactly.

1:12:52 I would add that right here.

1:12:54 Got it.

1:12:55 Cool.

1:12:55 Um, so now if we go to first of all I want to like implore

1:13:00 everyone go to settings go to labs and find AI studio and just enable it.

1:13:05 The fact that it's in labs means it still is in beta.

1:13:08 So like be aware it's still a work in progress

1:13:11 but for comparable vibe coding apps if it just

1:13:14 in credits alone you're often spending hundreds of dollars

1:13:17 a month just to build the thing and fix the thing.

1:13:20 And for now, I know the high level said it probably won't be like this forever,

1:13:23 but for now, it's included in your $97 a month subscription.

1:13:26 So, use the heck out of it.

1:13:28 Like, build some apps while you while you can.

1:13:30 Um, it's really good.

1:13:31 I love it because it's just things that people are finding inside the app.

1:13:35 I mean, vibe coding is a big deal.

1:13:37 Why not do it inside of high level so you don't have

1:13:40 to rebuild everything once you build it somewhere else and bring it all in?

1:13:44 like just start start from scratch within the house

1:13:47 that you're already building the rest of the stuff in, right?

1:13:51 Yes.

1:13:51 Yes.

1:13:51 And so if you look at this big blue button,

1:13:54 this is why my workflow kind of errored because it's like,

1:13:56 hey, you need to enable this before I can work.

1:13:58 So we would just do it by by doing that.

1:14:00 And again, there are some regulations um going into this.

1:14:03 You need to be what's called A2P verified,

1:14:05 which just tells the government that we're not spamming or scamming people.

1:14:09 Uh and that there's no way around that.

1:14:11 If if you try to circumvent that on other platforms, I'm not exaggerating.

1:14:15 It's a $5,000 per number called fine.

1:14:18 And it it is enforced.

1:14:20 Like it's not just like, oh yeah,

1:14:22 but like no, like they are actively enforcing that.

1:14:25 So don't skip ATP verification.

1:14:27 Yes.

1:14:27 And we're not giving you legal or compliance advice.

1:14:30 We're just telling you best practices.

1:14:32 So ATP is a real thing.

1:14:33 Yeah.

1:14:34 I like to reframe stuff like that when it's

1:14:36 like like the negative way of looking is like, "Oh, this is so annoying,

1:14:39 Eddie." But the optimistic way is like other people aren't going to do this.

1:14:42 Like if I do this then I'm going to be in the minority and I'm going to win.

1:14:46 So it's worth it.

1:14:47 All right.

1:14:47 So we're going to click create agent and we're going to say

1:14:51 I'm going to take a shortcut and I'm going to click browse marketplace.

1:14:54 And then let's just say we I've used this one before.

1:14:57 It's really good.

1:14:58 Um let's say we want an all-in-one receptionist.

1:15:00 We want to sell this to small business owners.

1:15:02 Okay.

1:15:02 So we're going to click that.

1:15:04 Well, it's already installed so you can see I have used it.

1:15:08 I'm just going to pick a random one.

1:15:11 Um, appointment booking agent, HVAC contractor service.

1:15:14 All right, let's say um I have an agency

1:15:18 and I want more HVAC business owners as clients.

1:15:21 So, I want to install this voice agent for HVAC

1:15:24 business owners because most HVAC business owners only have one crew.

1:15:27 It's themselves.

1:15:28 Most of them don't have any employees and most of them

1:15:31 uh really want to answer their phone at 8:00 p.m.

1:15:33 when they're watching Netflix with their wife,

1:15:35 but they also just want to watch Netflix with their wife.

1:15:37 like they want to make more money,

1:15:38 but they also want to be able to clock out and they should, right?

1:15:41 So, this is going to be their solution to that.

1:15:44 Um, and the reason I'm building this live is because from what

1:15:47 I've seen of all the AI agents out there, chat bots,

1:15:50 LLMs, all these things, by far, voice agents are like the most advanced

1:15:55 and the easiest to sell to small business owners.

1:15:57 So, we're going to click allow and install

1:16:00 and so these are templates that are pre-made, but you can build your own, right?

1:16:05 Yep.

1:16:06 So, if I you're going to go to agent list and you're going to see this.

1:16:09 Boom.

1:16:09 This was installed one minute ago.

1:16:11 HVAC contractor service.

1:16:12 Now, I'm going to show you without any training whatsoever.

1:16:15 I I haven't trained it at all.

1:16:18 Um, we're going to do this.

1:16:20 I'm going to Hello.

1:16:21 You have reached climate control specialist services.

1:16:23 How can I help you today?

1:16:25 Yeah.

1:16:25 What are your operating hours?

1:16:27 Our operating hours are Monday through Friday from 9:00 a.m.

1:16:30 to 5:00 p.m.

1:16:31 Eastern time.

1:16:31 Let me know if there's anything else I can assist you with.

1:16:34 How soon can you get uh a technician out to inspect my unit?

1:16:38 Sure.

1:16:38 Let me check the soonest available appointment for you.

1:16:40 One moment.

1:16:41 It looks like there aren't any available appointment slots showing up right now.

1:16:45 Would you like me to double check for a specific

1:16:47 date or time that works best for you?

1:16:49 So, that's incredible.

1:16:50 You can sync it to your calendar.

1:16:52 You can sync it to your HVAC client's calendar.

1:16:54 Um, it will like check the calendar in real time.

1:16:57 It will set up appointments.

1:16:59 It will send notifications to whoever you want once the call is made.

1:17:02 The owner can read the transcript of that call.

1:17:04 You can read the transcript.

1:17:06 If people are tripping up and they're asking the same question,

1:17:09 the AI voice agent can't handle it.

1:17:11 You can train it.

1:17:12 And I say train it.

1:17:13 It sounds intimidating.

1:17:14 You literally just type in a prompt and it will fix it from then on out.

1:17:18 And then after a little bit of training,

1:17:20 works 95% of the time and will make your clients more.

1:17:23 And so let's let's say his name is Bob's HVAC.

1:17:26 We literally just swap out the name.

1:17:28 Swap.

1:17:29 We could change the language, the voice.

1:17:31 We can make it British or whatever.

1:17:33 Change the model that you're using.

1:17:35 Um, give it different goals.

1:17:36 Maybe it does sales.

1:17:37 Maybe it only answers questions.

1:17:39 Maybe it only sets up appointments.

1:17:40 You can set up the availability, the dashboard, the logs.

1:17:43 So, let's say I dial this in.

1:17:45 Like, it's just amazing for my uh archetype of client.

1:17:48 And then I get another client.

1:17:50 You you literally just duplicate it.

1:17:52 You just click that.

1:17:54 What?

1:17:54 Okay.

1:17:54 Then you swap out the business name with your new client.

1:17:57 Now, like you do this work once basically.

1:18:00 Got it.

1:18:00 Yeah.

1:18:00 Okay.

1:18:01 So, how do we attach this to the lead magnet flow?

1:18:04 Remember, we talked about the lead magnet

1:18:06 and this is basically a complimentary, I guess, call to see if they would jump

1:18:12 into an appointment after downloading a lead magnet.

1:18:15 Yeah.

1:18:15 So, if this were me and I were adding it to a lead magnet,

1:18:20 I would set up a demo um where I would call the the person

1:18:24 based on the phone number that they submitted in the form and say,

1:18:28 "Hey, uh let's say it's these are landscapers.

1:18:31 This is Chris from Instagram.

1:18:32 I know this is random,

1:18:33 but just yesterday you asked for a PDF on how to grow your landscaping business.

1:18:37 Um we actually have an AI voice agent uh that can answer calls for you.

1:18:41 This is it.

1:18:42 I'm talking to you with it right now.

1:18:44 go ahead and stress test me.

1:18:45 Like this is we're dog fooding it here.

1:18:47 We're eating our own dog food.

1:18:48 We're using the tool to sell the tool, right?

1:18:51 So, we just we call the same clients that just

1:18:54 got a PDF and say and just like stress test it.

1:18:57 And then at the end of it, it's like, hey,

1:19:00 would you like to set up a demo with me, actually, Chris Kerner,

1:19:03 so I can me, a real person, explain to you how this works,

1:19:06 what it costs, and how much more money it can make you every month.

1:19:10 Wow.

1:19:11 It's incredible what's possible now.

1:19:13 Yeah.

1:19:13 A live demo out the gate without you having to call anybody.

1:19:18 Yeah.

1:19:18 Yeah.

1:19:19 So that would just be the next step in in the um in the automation.

1:19:23 We would just do we would enable outbound calls

1:19:25 and we would call them at the number they

1:19:27 submitted when they filled out the lead and we

1:19:29 would have that agent trained on doing just that.

1:19:31 like hey and you can use you can use chat GBT to make

1:19:34 the knowledge base and just say you are an AI agent that will

1:19:38 call landscapers that requested a PDF the day before and you're basically gonna

1:19:41 s like challenge them to stress test you as a voice a AI agent

1:19:45 and your express goal is to get them on a call with me

1:19:49 a real human to further answer questions about how the AI works and how

1:19:53 much money it costs you would just add that right here so let's

1:19:57 say wait one day and then we're going say voice AI outbound call.

1:20:03 We would enable it, save action.

1:20:06 Um, and then we would basically go back here, voice AI,

1:20:12 and we would say create agent, custom agent, and we would um,

1:20:19 we would train it under advanced settings, agent behavior, and well,

1:20:25 I think after we create it, we go to knowledge base and like this one here.

1:20:31 So, we go to agent goals right here.

1:20:34 So we would hop over to ChatGpt or Claude or to go high levels chatbot

1:20:37 and say um make a knowledge base for an AI agent that will call landscapers

1:20:42 and then so we we create the knowledge base right I got to change

1:20:46 my screen hold on it open in a new tab I think this is the one

1:20:49 yeah so create a knowledge base landscapers AI and then we would just say rich

1:20:54 text we would say I would just basically paste in what I got from Chad

1:20:59 GPT or Claude that says you're an AI

1:21:01 voice agent that calls landscapers yada yada

1:21:04 yada and Then when you come back here to um let's see voice AI agent list.

1:21:09 What's the one I was on?

1:21:11 I was on this one.

1:21:13 You go to agent goals.

1:21:14 That new knowledge base would then appear

1:21:16 in this dropdown and you would just select

1:21:18 it and then it would preload it and then you click save and then it's trained.

1:21:21 Then of course you you would name it like what is this the the business name?

1:21:25 What is the agents name etc.

1:21:27 How often can it call people?

1:21:29 Should it not call people in the middle of the night?

1:21:32 You could set that under availability, um, etc.

1:21:34 Got it.

1:21:35 Cool.

1:21:35 Okay.

1:21:36 This tool I'm about to show you is only five

1:21:39 days old and almost no one has touched it yet.

1:21:41 So, I went ahead and built a working app with it from just one prompt.

1:21:45 That's what's coming.

1:21:46 So, let's get right into it.

1:21:48 Yes.

1:21:48 So, this was my super bad, ugly prompt.

1:21:51 And I wanted to show you this prompt because there's a lot of gurus

1:21:55 out there that talk about like your prompt needs to be 18 miles long.

1:21:59 like you got to you are a Harvard researcher yada ya like does that stuff work

1:22:05 okay yeah but like I don't like friction friction is my my mortal nemesis and so

1:22:10 if someone gets tripped up like oh

1:22:11 my prompt's not good enough then they're probably never

1:22:12 going to prompt they're never going to try or test or build a thing so don't

1:22:15 get hung up on the prompt like any prompt is better than no prompt you can

1:22:19 level up your prompts after a while but if you want to level it up if

1:22:23 you want to take this simple prompt and I'll zoom in make an app where I

1:22:25 can upload bank statements and generate P&Ls profit

1:22:28 and loss statements I would just take that.

1:22:30 I would copy it.

1:22:31 I would go to Chad GBT or Claude, paste it, and say, "This is what I want to do,

1:22:35 but I want to do it within GoHigh Level's um vibe coding tool." And so,

1:22:40 make this prompt more rich, more thorough,

1:22:42 knowing what you know about GoHigh Level

1:22:43 and the LLMs that they use on the back end.

1:22:46 Make this prompt 10 out of 10 so I get the best possible outcome.

1:22:50 Like, that's the shortcut is to ask the AI what to ask the AI.

1:22:54 If you don't remember anything from today, remember that.

1:22:56 Ask the AI what to ask the AI.

1:22:59 say in your broken English like mine, your poor spelling like mine,

1:23:02 just say, "Boo, this is what I want.

1:23:05 Tell me how to build it." And be sure to tell

1:23:08 whatever LLM which LLM you're using to build the thing,

1:23:11 whether you're just prompting it or you're vibe coding something.

1:23:14 So, go ahead, Pawson.

1:23:15 So, one thing I'm thinking about is this workshop

1:23:18 is about launching a $97 digital product, right?

1:23:21 So, are you going to be using the vibe coding tools to complement that concept

1:23:28 or are we going like a totally new slate with a whole new like idea?

1:23:32 I just want to kind of just make sure we set the stage right.

1:23:37 I mean, yes and yes, like yes to both.

1:23:39 Yes.

1:23:40 And so, love it.

1:23:41 My my $97 product could be a vibe coded tool that I vibe code in three prompts.

1:23:47 Like maybe my $97 product is a QuickBooks

1:23:50 competitor and instead of paying $49 a month,

1:23:53 they get they pay $97 once for unlimited

1:23:56 access to this tool that I just created where

1:23:58 they can get a profit and loss statement

1:24:00 and a balance sheet simply from uploading their bank statements.

1:24:03 Right?

1:24:03 So in that case, I would just go back to our workflow and I

1:24:07 would just add a step and I would just send a Stripe link and say,

1:24:12 "Hey, I know you're a landscaping business owner.

1:24:15 You probably use QuickBooks.

1:24:16 I hate QuickBooks.

1:24:18 You probably do, too.

1:24:19 And so, I built an alternative.

1:24:21 It's a lifetime price, 97 bucks.

1:24:23 Here's a Stripe link.

1:24:25 You pay and then after they they pay on Stripe,

1:24:27 they get autodirected to this URL.

1:24:29 So, yeah, I just prompted it once and this is what I got.

1:24:33 So, I got here simply by going to settings

1:24:36 on go high level labs and then AI studio

1:24:39 and then I just toggled it and said enable

1:24:42 and then it became available on my left sidebar.

1:24:44 So I came in here and I just said make me

1:24:46 an app where I can upload bank statements and generate P&Ls,

1:24:49 profit and loss statements.

1:24:50 And this is what it gave me.

1:24:52 So let's say I don't like the design.

1:24:54 I could go to any website I want.

1:24:56 Um like let's say Airbnb.

1:24:58 Airbnb is known for beautiful design.

1:24:59 Green screenshot the homepage,

1:25:00 drag it over here and say make it look more like this.

1:25:04 And it would change the design.

1:25:05 I can try.

1:25:06 What you're saying, just so I understand this correctly, Chris,

1:25:09 what you're saying is I can vibe code inside of High Level now

1:25:13 and build out apps and cool tools and go sell it as subscription as well.

1:25:18 Yes.

1:25:19 And you should.

1:25:20 Times have changed within the last week, guys and gals.

1:25:24 Yeah.

1:25:24 I'm telling you, there's two types of people watching this.

1:25:27 People that are vibe coding already, and if so,

1:25:29 they're they're probably paying a lot of money.

1:25:31 Um, or people that have kind of heard of it, they don't really know what it is.

1:25:35 Whether you're A or B,

1:25:36 you will save a ton of money doing it in here and have just as good,

1:25:39 if not a better experience in doing so.

1:25:42 Like this is functional.

1:25:43 The first thing I said yesterday was it's

1:25:45 never been easier to create apps and products.

1:25:48 Like I'm sorry like coders, developers, engineers,

1:25:50 but your job got taken first because it's a very binary thing.

1:25:54 It's literally binary.

1:25:55 It's it's a and it's ones and zeros.

1:25:57 And so AI is like, "Oh, all day I can build that." Now granted,

1:26:00 major asterisk, you can't just vibe code anything you want perfectly like that.

1:26:04 I'm building a I'm actually building a QuickBooks

1:26:07 alternative right now and we're not vibe coding it

1:26:09 because there's regulation and it's super complex and we're

1:26:12 using AI as a helper to like generate, you know, fix bugs and stuff,

1:26:16 but it's just not the type of site you can vibe code.

1:26:19 But I would say 80 to 90% of tools or apps that you want,

1:26:22 whether it's literally a mobile app on Android or iPhone or a web app

1:26:25 or a Chrome extension with enough like trial

1:26:27 and error and learning and pulling your hair out,

1:26:30 you can you can build it with AI.

1:26:32 Um, so yeah, sorry.

1:26:34 Full circle.

1:26:34 The harder part now is marketing is distribution.

1:26:37 And so the whole thesis of these this two-day thing is build an audience.

1:26:41 Even if it's a hundred people, build an audience.

1:26:44 No niche is too small.

1:26:45 As long as they're loyal, they're valuable.

1:26:48 and then figure out what and how to sell to them.

1:26:51 So, what I'm going to do here is I just

1:26:55 asked Claude in a different window to generate dummy data.

1:26:59 Uh, so this this is all fake data.

1:27:02 Um, it's like a pretend bank statement.

1:27:05 Uh, I'm going to download it.

1:27:07 Okay.

1:27:07 So, what are we looking at here?

1:27:09 You have dummy data that you generated from wherever.

1:27:12 Yep.

1:27:12 Yep.

1:27:13 And then I I put it in a PDF.

1:27:16 I uploaded it here.

1:27:17 I click generate PNO.

1:27:19 It's working.

1:27:19 I mean, look, the user interface is pretty slick.

1:27:22 And there it is.

1:27:23 Now, you can see, all right, well, that's a little offcentered.

1:27:26 Okay.

1:27:27 But you've got red, you've got green.

1:27:29 Net operating income.

1:27:30 Pretty dang good.

1:27:30 I mean, I'm showing you everything I've prompted.

1:27:32 This is this is a oneshot prompt.

1:27:34 But now, let's say I want to fix this.

1:27:36 I'm just going to screenshot this and then drag it over here and say,

1:27:39 "The words are offcentered.

1:27:40 Fix it." Just show it what you're talking about.

1:27:43 And it's fixing it.

1:27:44 And look, it fixed our problem.

1:27:46 45 seconds.

1:27:47 Wow.

1:27:47 It's about to be the wild wild west before we know it.

1:27:51 Yeah.

1:27:51 And then we can just say, um, let's see.

1:27:54 So, it said fixed it, yada yada.

1:27:56 It was overflowing the car container, yada yada yada.

1:27:58 And I said, payw wall the entire site behind a subscribe form.

1:28:01 And what's cool about this is we don't need to use Zapier and Lead Connect

1:28:05 and all these thirdparty tools to like get

1:28:08 all of these contacts back into High Lee.

1:28:10 It's already in High Lee.

1:28:11 So, if we if we want this to be a free tool,

1:28:14 just like this could be a lead magnet.

1:28:16 Lead magnets can be more complex than ever because it's so easy to build apps.

1:28:20 So, just because you have an app doesn't mean it's worth $97.

1:28:23 Like, if anyone can vibe code this, it's probably worth less today, right?

1:28:27 So, make it like overd deliver.

1:28:29 Alex Hormosi says, make an offer like so good

1:28:31 that they feel stupid saying no to and say, "Hey, replace QuickBooks for free.

1:28:36 All I need is your email." And then look,

1:28:38 with one prompt, block the site behind a subscribe form.

1:28:40 And then now these people will automatically be

1:28:42 added as contacts into go high level frictionlessly.

1:28:45 That's insane.

1:28:46 You know, my my heart is like skipping beats because I'm part of me.

1:28:53 I'm like unlocking the amount of possibilities here.

1:28:56 So Chris, my question to you is why have the lead magnet then?

1:29:00 We can just drive people directly to a software subscription, right?

1:29:04 Or do you think that's not smart to do with cold

1:29:07 traffic just from content you create on Tik Tok or Instagram?

1:29:10 Would it like what what is your marketing thought telling you?

1:29:13 Well, I'm going to quiz you Paulson.

1:29:15 Time for a pop quiz.

1:29:17 Okay.

1:29:17 Do you remember what my catchphrase is that I want to tattoo to my forehead?

1:29:22 It's tattoo on your forehead.

1:29:25 Oh man.

1:29:25 Drugs are involved.

1:29:27 Yeah.

1:29:27 Yeah.

1:29:28 Yeah.

1:29:28 You test everything but drugs.

1:29:30 There it is.

1:29:32 Test everything except drugs.

1:29:34 So, uh, lead PDF mag lead magnet, sure.

1:29:37 Google doc, yeah.

1:29:38 Uh, vibecoded app, absolutely.

1:29:39 Like, yes to all of it.

1:29:41 Test all of it.

1:29:42 Like, never ever ever stop testing.

1:29:43 Like, we want a lot of hooks in the water.

1:29:46 It doesn't have to look one way.

1:29:49 Um, the the uh effectiveness and the efficiency

1:29:53 of your growth hack is directly correlated to its lifespan.

1:29:56 Okay?

1:29:57 So, you might start testing stuff and go high level and and find

1:30:01 like have this huge light bulb genius moment where you're like,

1:30:04 "Oh my gosh, my conversion rate just jumped from 2% to 18%

1:30:07 because of this little change I made to my Instagram automation.

1:30:10 This is a cheat code.

1:30:11 Oh my gosh, the more of a cheat your cheat code is,

1:30:14 the smaller his lifespan." That's just like a law of the universe.

1:30:18 And so, once you unlock something big,

1:30:19 don't just like rest on your laurels and like

1:30:22 be grateful that your life is forever changed.

1:30:25 Like, don't stop.

1:30:25 Keep moving.

1:30:26 keep testing.

1:30:27 Like, let that one keep running.

1:30:28 Don't shut it off just cuz you're afraid that the world will shut it off.

1:30:32 Just keep planting seeds, planting hooks,

1:30:34 and monitoring them a and just keep making small changes along the way.

1:30:38 I love it.

1:30:39 What are some final thoughts that you would give

1:30:41 us as we kind of close out the two-day workshop?

1:30:43 I know there's a ton of people in here

1:30:46 that are brand new in their world of entrepreneurship.

1:30:48 Maybe they're still at their 9 to5 right now as they're watching during

1:30:51 their lunch break and you know they see two guys talking about all

1:30:54 these things and they're like trying to figure out how to make

1:30:57 a airplane on the way down as they try to jump off the cliff.

1:31:00 You know I I remember how scary that was 12 years ago.

1:31:03 Um can you speak to those people that are

1:31:06 just in the beginning stages of starting a business?

1:31:09 I mean, you you're going to learn 10 times faster by actually

1:31:13 like selling and building than by like planning and researching and reading.

1:31:17 Um, you just have to ship the thing.

1:31:20 You got to press publish.

1:31:21 You got to stop worrying what people think about you.

1:31:24 Um, there's too many distractions nowadays for people

1:31:27 to be thinking about you in the first place.

1:31:29 Just build, ship, launch the thing.

1:31:32 Stop researching, planning, learning, looking for feedback, looking for mentors.

1:31:36 Like, you don't need a mentor.

1:31:38 You just don't.

1:31:39 just build stuff and publish it whether good, bad, ugly,

1:31:42 it doesn't matter and you're just going to learn so much faster.

1:31:45 I love that, Chris.

1:31:46 Well, from the High Leo family and our leadership here,

1:31:49 I want to say thank you to you.

1:31:51 I appreciate you taking two days out of your business time and teaching

1:31:54 a lot of the things that you're doing uh and doing it very successfully.

1:31:58 So, thank you.

1:31:59 Happy to do it.

1:32:00 This was a blast.

1:32:01 All right, man.

1:32:02 For those of you that are watching still

1:32:04 and you don't have a highle trial for some reason, I don't know what to say.

1:32:08 We'll see you on the next event.

1:32:10 Bye for now.