If You Don't Understand Funnels, You Don't Understand Marketing

Creatives of all kinds always dance around the topics that will make them money. There's just something in creative or freelancer culture that almost makes you feel awkward talking about the things that actually work to sell. I am here as a creator in the later stages of my career to tell you that you need to throw that inhibition away. [music] You need to heal your creative relationship with money and success and not feel bad about it. Embrace it. Learn the things that will help you in your career. And one of those concepts, perhaps the most important concept, is the idea of a funnel. The funnel is the journey a potential customer goes through with you as they convert into a sale. In a previous video, I talked about offers, which is how you structure what you sell for people to actually want to buy it. And this is a complimentary video. You do not have to have watched that first one where I am to explain to you what types of businesses use funnels. I'm going to actually show you how to build them and we are going to build some live here. I'm going to break down every term, every term you might hear inside this niche that people talk about and explain what it is. I'm going to break down the common types of funnels and talk to you about how to build them. It's going to be super informative if you want a direct toolkit, if you sell services, if you sell information products, if you have an agency or if you are a freelancer. My goal is to make an ultra valuable video that you will be able to use for yourself or for clients for the rest of your career. Let's lock in. So, first, what types of businesses use funnels? What are we even talking about here? So if you sell a service, so for instance, you are trading design or copywriting, construction labor, whatever it is, and you want someone to buy that service from you. They are going to go through a funnel to actually get the sale closed. So what do I mean by that? You are going to attract people via social media, advertisers, whatever, and they are going to go to your website. Now, on that website, they're going to have an experience. There might be just a page that says, "Call me if you want to buy my services." That's not a very effective funnel. But instead, there are multiple options. We're going to go through a wide variety of them here today that will say, "Hey, explain what their business does. It will potentially give you a free download or a free consultation or it'll invite you to an informative call and lead you through a flow to eventually get you to a particular end state. This also gets more refined. People might come in to buy something lower price and inside the funnel, you're able to work them up into something higher priced. This works equally as well for information products from master classes to courses to lots and downloads and all the myriad of things that people sell online. And why I really wanted to make this video is because there's creatives and creators selling more stuff than ever. You can get presets, you can get templates, wallpaper packs, courses, how-tos, as well as their services, whether that's coaching or video editing, interior design, whatever it is. More people are selling these and they're using really unsophisticated methods to execute. But we have all the tools to do this in an amazing way today. And one in particular that I'm going to use to walk through in all these is Framer, which is a website builder. But now with its latest releases, you simply just ask in chat to complete a lot of this or templatize a lot of this for you. And we'll show you exactly how that works. Because it used to be to execute something like this, not only did you have to be the person who had the service, but then you had to actually go get designers for your landing pages and have people to actually help you write copy and put all this together. And you can completely do this as a one-person army or as a small team now in a way that is incredible for new entrepreneurs. So to start in section one, I'm going to define all the key terms you may have heard, you may likely know, but not know what they are. And then I'm going to go into an example funnel to actually show you how they all work. So first, we have a landing page. A landing page is literally the web page that people land on when you want them to begin your experience with them. So if you come straight from an ad or from the link in your bio on social media, what is the page that they land on? What does it say? The second thing is the offers. What I have a whole video about. This is how you structure what you sell. Because for a lot of creatives, a lot of freelancers, they will have some ambiguous offer. I do graphic design. I do writing. I do whatever. And that is not an effective tactic to sell versus the framework I laid out in that video is I am a blank that makes blank for blank. I'm a graphic designer that makes landing pages for creatives. I'm an interior designer that does home renovations in Orange County. You need a framework to help structure your offer. Third is what's called a lead magnet. And to define a lead magnet, we'll define a lead. So a lead is someone who comes in who has not bought from your business, but you retained their contact information. So for instance, if someone signs up for a call from you and gives you their phone number and their email, but they haven't bought yet, they are considered a lead. You store leads in a CRM, customer relationship manager. You see, HubSpot constantly is a sponsor for a number of my videos. They are one of the most prolific CRM. So all your leads are stored inside of a system and you can see the last time that they got called or where they came in from. It's basically a record management system for your leads. So a lead magnet is something that you use to get more people in the door. So for instance, if you offer a free download, say you are an interior designer selling services in Orange County and you offer the 12-step checklist to prepare for your home rena and for people to get that PDF, they need to give you their email address. That is a lead magnet. And for a lot of creatives, I highly suggest doing this for your work. You will notice when I worked with Van Group, we sold really high-end premium websites. So when I was the creative and residents there, we were doing the websites for people like Road, we did Kylie's Beauty Company, we did Makeup by Mario, Hexcloud, all these huge sites, the amazing team there worked on. And one of the main things I worked on with them is we did lead magnets. We did a big ebook on what luxury means in the modern world and how that plays out online. We got interviews with a lot of people to be involved with it. We did another one on the beauty industry, how the beauty industry was shifting and how brands need to show up with their online experiences to match it. These were extremely thorough, well-thought-out, trend-setting content that we were promoting very hard and they would bring in thousands and thousands of leads. And you'll notice for a company like Van Group that sells very expensive six-figure websites, all you need is a handful of those leads to convert over time. It's a long sales cycle. Not everyone wants to redo their website now. It might be six months. It might be a year. But you bring those leads in through a piece of instructional content. You maintain a relationship with them through emails and automation, things we'll talk about here. And over time, a number of them turn into sales. And this is how every person should begin thinking about the funnel of their business. And a good thing to note is you may not even know what you need to sell them, right? I put out lead magnets all the time. I'll be linking my luxury guide. I have a free creative strategy course, etc. I'm not even really selling something super hard right now. I don't have some big service offering, etc. But I am accumulating leads for whenever I do.

later stages of my career to tell you that you need to throw that inhibition away. [music] You need to heal your creative relationship with money and success and not feel bad about it. Embrace it. Learn the things that will help you in your

career. And one of those concepts, perhaps the most important concept, is the idea of a funnel. The funnel is the journey a potential customer goes through with you as they convert into a sale. In a previous video, I talked

about offers, which is how you structure what you sell for people to actually want to buy it. And this is a complimentary video. You do not have to have watched that first one where I am to explain to you what types of

businesses use funnels. I'm going to actually show you how to build them and we are going to build some live here.

I'm going to break down every term, every term you might hear inside this niche that people talk about and explain what it is. I'm going to break down the common types of funnels and talk to you about how to build them. It's going to

be super informative if you want a direct toolkit, if you sell services, if you sell information products, if you have an agency or if you are a freelancer. My goal is to make an ultra valuable video that you will be able to

use for yourself or for clients for the rest of your career. Let's lock in. So, first, what types of businesses use funnels? What are we even talking about here? So if you sell a service, so for instance, you are trading design or

copywriting, construction labor, whatever it is, and you want someone to buy that service from you. They are going to go through a funnel to actually get the sale closed. So what do I mean by that? You are going to attract people

via social media, advertisers, whatever, and they are going to go to your website. Now, on that website, they're going to have an experience. There might be just a page that says, "Call me if you want to buy my services." That's not

a very effective funnel. But instead, there are multiple options. We're going to go through a wide variety of them here today that will say, "Hey, explain what their business does. It will potentially give you a free download or

a free consultation or it'll invite you to an informative call and lead you through a flow to eventually get you to a particular end state. This also gets more refined. People might come in to buy something lower price and inside the

funnel, you're able to work them up into something higher priced. This works equally as well for information products from master classes to courses to lots and downloads and all the myriad of things that people sell online. And why

I really wanted to make this video is because there's creatives and creators selling more stuff than ever. You can get presets, you can get templates, wallpaper packs, courses, how-tos, as well as their services, whether that's coaching or video editing, interior

design, whatever it is. More people are selling these and they're using really unsophisticated methods to execute. But we have all the tools to do this in an amazing way today. And one in particular that I'm going to use to walk through in

all these is Framer, which is a website builder. But now with its latest releases, you simply just ask in chat to complete a lot of this or templatize a lot of this for you. And we'll show you exactly how that works. Because it used

to be to execute something like this, not only did you have to be the person who had the service, but then you had to actually go get designers for your landing pages and have people to actually help you write copy and put all

this together. And you can completely do this as a oneperson army or as a small team now in a way that is incredible for new entrepreneurs. So to start in section one, I'm going to define all the key terms you may have heard, you may

likely know, but not know what they are. And then I'm going to go into an example funnel to actually show you how they all work. So first, we have a landing page.

A landing page is literally the web page that people land on when you want them to begin your experience with them. So if you come straight from an ad or from the link in your bio on social media,

what is the page that they land on? What does it say? The second thing is the offers. What I have a whole video about.

This is how you structure what you sell. Because for a lot of creatives, a lot of freelancers, they will have some ambiguous offer. I do graphic design. I do writing. I do whatever. And that is not an effective tactic to sell versus

the framework I laid out in that video is I am a blank that makes blank for blank. I'm a graphic designer that makes landing pages for creatives. I'm an interior designer that does home renovations in Orange County. You need a

framework to help structure your offer. Third is what's called a lead magnet. And to define a lead magnet, we'll define a lead. So a lead is someone who comes in who has not bought from your business, but you retained their contact

information. So for instance, if someone signs up for a call from you and gives you their phone number and their email, but they haven't bought yet, they are considered a lead. You store leads in a CRM, customer relationship manager. You

see, HubSpot constantly is a sponsor for a number of my videos. They are one of the most prolific CRM. So all your leads are stored inside of a system and you can see the last time that they got

called or where they came in from. It's basically a record management system for your leads. So a lead magnet is something that you use to get more people in the door. So for instance, if you offer a free download, say you are

an interior designer selling services in Orange County and you offer the 12step checklist to prepare for your home rena and for people to get that PDF, they need to give you their email address.

That is a lead magnet. And for a lot of creatives, I highly suggest doing this for your work. You will notice when I worked with Van Group, we sold really high-end premium websites. So when I was the creative and residents there, we

were doing the websites for people like Road, we did Kylie's Beauty Company, we did makeup by Mario, Hexcloud, all these huge sites, the amazing team there worked on. And one of the main things I worked on with them is we did lead

magnets. We did a big ebook on what luxury means in the modern world and how that plays out online. We got interviews with a lot of people to be involved with it. We did another one on the beauty

industry, how the beauty industry was shifting and how brands need to show up with their online experiences to match it. These were extremely thorough, wellthoughtout, trend setting content that we were promoting very hard and they would bring in thousands and

thousands of leads. And you'll notice for a company like Vangroup that sells very expensive six-figure websites, all you need is a handful of those leads to convert over time. It's a long sales cycle. Not everyone wants to redo their

website now. It might be 6 months. It might be a year. But you bring those leads in through a piece of instructional content. You maintain a relationship with them through emails and automation, things we'll talk about here. And over time, a number of them

turn into sales. And this is how every person should begin thinking about the funnel of their business. And a good thing to note is you may not even know what you need to sell them, right? I put out lead magnets all the time. I'll be

linking my luxury guide. I have a free creative strategy course, etc. I'm not even really selling something super hard right now. I don't have some big service offering, etc. But I am accumulating leads for whenever I do. That's a great

way to think about if you're publishing content, retaining that audience as you go. Then you have what's known as a squeeze page. This is the page your lead magnet lives on that's designed specifically to get information out of

it. It's a type of landing page, but the entire goal of a squeeze page is to get them to the next page with as high of a conversion rate as you can. And that next page is a thank you page where

typically there will be more information or you'll go into another step of the funnel. More on that later. That leads us to an upsell. An upsell is when someone gets something for free from you or they buy something at a low price,

then you offer something immediately at a higher price. So, for instance, if you just checked out on an e-commerce page and you bought the creatine gummies and they say you can subscribe at a discount, that's an upsell. Or they say,

"Hey, you can add on the Beta Superba for x amount of cost." That's an upsell.

The same thing happens when you buy services, etc. Do you want to add on the audit? Do you want a free cleaning with that for just $99? We can turn this into a retainer, whatever it is, those are

all upsells. Then you have this concept of extras. So, you'll see as you begin selling things online, there's a psychology element to it. If you're giving a freelance service and you also include all the courses that you've ever

offered or a free community that comes with anyone who's your client gets to be a member of the community, whatever it is, those are all extras people will throw in to sweeten the price or to get people excited about participating in

something for them. But the concept of extras is important when you think about funnels because when you begin testing why aren't people buying, you can begin saying could I put more things in there?

Could I sweeten the offer? That brings us to a guarantee. Another thing that helps people convert inside of a funnel is saying, "Hey, if you don't like my work, you get your money back." Or, "If we don't deliver this in 30 days, you

get our money back." And you may choose to offer one or not, but it's a concept worth understanding and you'll see a lot of people do. List is another term you hear. It's another landing page type where you may see instead of someone

being like, "Just buy my thing and it'll be like the six reasons why it's time for a high converting website or whatever is where they actually showcase things in an article format to then get your information versus just pitching

their product." So, this is a type of page. An important thing to think about is that based on how much what you sell costs, it's likely going to involve a call. One of the cardinal rules of thumb you'll see online, there's arguments

about the exact number, but really anything you sell over about $2,000, you will convert far more people if someone gets on the phone and actually talks with them. There are two steps to this process, which are important to

understand. Salespeople that exist to close these calls to basically take leads, get on the phone with them, and help sell something, are called closers.

And you will see as you begin to sell items or sell items for other people, it usually starts with whoever's actually the founder, etc. getting on the phone and doing the closing. Eventually, they won't have the time to do that. They

will hire a closer. You'll have more and more people do it. As you begin to get lots of people doing this, your business begins to fill up. There becomes two roles. There's a setter and a closer.

The setter's only job is to get the emails that come in, find times with them, send reminders, and make sure people get on the calls with the closers. I'm giving you the full architecture here. It's important information to understand. On top of

this, we have automation. When someone becomes a lead, they'll usually get a series of emails automatically to help educate them on whatever it is they're buying, the people behind it, etc. Then we have this concept of top offunnel and

bottom of funnel. So top ofunnel is basically getting people to your pages. If you someone says you need more top offunnel traffic, you need more overall interest and attention. We have thousands of people go to those ebooks for a van group. That's getting a wide

swath of attention. You're engineering more top offunnel. That's a big top. Only a handful of people come out the bottom, right? It's a high priced offer.

And the bottom of funnel is people that are ready to convert. They're at the end. They are qualified leads. A qualified lead is someone who has the they are the right company. They have the right amount of money. They will be

the right type of person to buy. Not everyone who signs up at your top of funnel is qualified to make it to the bottom of funnel and has also expressed enough interest to be at the bottom of funnel. Now, the bottom of funnel people

are really, really, really important. These are hot leads. People that are qualified to buy from your business.

They're excited. They have downloaded your content. And so, you pay extra attention to them and market to them separately. That's a separate video. And the last of the terms I'll define here is what's known as a DM funnel. So now

in the social media era, a lot of this goes down in the DMs. And before I go into an example of what this means from a website perspective, I want to talk about the importance there. So in cut 30

all the time, we train now thousands of experts on how to make content. And a lot of them are generating leads for their businesses. And one thing I always call is people be like, I'm making content, but I'm not getting any leads.

I say, well, how many people are you DMing with actively? And they'll often be like, well, not really any. And DMs are such an important critical part of social media. Social media is inherently social, thus the word. If someone comes

in, they're commenting on all your videos and you're a roofing company in the Pacific Northwest. I'm using that example cuz we literally have this in Cut 30. If those people are in the Pacific Northwest, you go to their

Instagram profile and it looks like they own a home, shoot them a DM. Hey, saw you've been commenting on the stuff looking at getting a new roof anytime soon. What neighborhood are you in?

Begin to strike up conversations with them. It's the same thing with graphic design, etc. You see someone, you see what business they work for. Hey, would love the opportunity to work with blank someday. Curious what you're working on

over at X and Y. Those conversations, especially when you begin to do a lot of them, lead to a lot of high value. And you can also on Instagram stories, encourage people to reply to you. Ask them if anyone's looking for X or Y or

what their opinions are. Begin to build that rapport with them. But a lot happens in the DMs. And businesses build entire funnels around is where DMF funnel comes from where there's entire businesses for service related for info products where they are selling to

hundreds of people in the DMs actively and they are managing all that in its own CRM. And so it's worth considering that if you have social media attention, you're not converting it. You may need to lead on the conversations. you may

need to ask. And on the other side of breaking that down, that barrier you may have of you saying in the back of your head, I don't want to do that. Of you just making that plunge is the clientele

that you want, is the success for your business that you want. All right, so here we are inside of Framer. If you've not been inside of Framer before, we are on what's called the canvas right now.

And over here on the left side, I have the pages, all the different pages of your website you are on. You can click back and forth between them. Going to show a few I actually have. On the canvas itself, you will see the desktop,

tablet, and mobile versions of a website. You can go over into layers and see the layers of whatever section you have to see the actual designs. And over here on the right side, you have the agent. So, frame has agents inside of

the businesses now. And you can see the agent is literally working as we speak.

So, right here, this is a landing page for uh many of you may have seen I did this content operations sprint. I did a week-long paid community thing in July for people that want to creative direct their content or learn how to creative

direct content for others. And in that, I followed a landing page structure. I talked about the problem that people are facing. I talked about what the solution is. I provided what's inside of the program that we have, who exactly is

for, what the details are, the cost, went through the FAQ, and the info there. Now, I just asked the agent to redo this design style for me in a more particular type of graphic style, which it just did. We'd had a graphic designer

do it, but I wanted it a bit more in a Swiss grid style on the mobile. So, in this right end, you can see here, I quite literally just like design a new version of this landing page, use all

the same copy, but with better section layouts following a Swiss grid style, and it will literally create a new page and design those for me. And so, I call this out because this is an amazing development if you are ever putting

these types of landing pages together is you can literally just ask for it. So, what do I mean by this? Let's build a lead magnet download page. So, I started a new page right here. I go over to the

agent on the right. I'm literally going to type in I'm making a landing page for a free ebook about interior design. I need a title, subtitle, placeholder for a video.

346 [music] minutes later, use my existing website styles. So I typed that in there and it is going to create these while we keep going through this video. And so you will notice if you have a design project, so for instance, I have paid a

designer to create the core of this website. So, I already have a beginning look and feel on here. You can solve that with templates if you do not want to have a designer do your own thing.

But once you begin to have that visual identity, creating landing pages is as easy as this. I'm going to take this framework they have. I'm going to ask for any changes and I'm just going to go through and insert all my own copy into

this to finish it off. That is going to be the extent of the work that I do. So, I'm going to have this this here will finish automatically in the next few minutes. I will spend 20 minutes going

through copy and adding images to it. And I will have the foundation of my funnel. So, any of you who have done this before know how painful this was in a previous error to actually go build all of this out. And if I was more

prepared for this, you'll see it just asked me a question. What kind of calendar link do I need? So, I can use a placeholder. I'll paste it or use the current one that's already on my website. I say use the current one. You

now have the ability to really bang these out. And so, this means a lot. If you have your own business, excellent.

You can create all kinds of variations. And look here. Look at this is literally getting designed like in front of our eyes. And they're using placeholder copy in here, right? But design a home that feels like you. get the full ebook,

shows me where they're going to add my video, four ways to make a room feel finished. It's building this out like in front of our eyes, then we'll build out from desktop to mobile, etc. from there.

I still get like shocked by this, but you now have the ability to bang these out for your own business to test these things, have no excuse to try stuff and put it live. But also if you're offering

services to other people, if you sell things to creators or you want to be able to create landing pages and funnels as part of the services package you offer, if you're a social media manager, if you're a strategist, if you're a

creative director, literally the world is your oyster and you can charge quite a lot because the ability to actually the skill set to actually make it is commodified. But the ability to get in front of the client, to have the idea,

to pitch it, to understand this whole system I'm articulating, that is the value. And so the example how this funnel would actually work in its entirety is I would have that front page like I mentioned in the description.

You're going to get a lead magnet download. Once you complete that, I have an upsell on there. Hey, do you want to have a consultation? You want to get on a call with me right now and we can talk

about a bathroom renovation if you're interested in that? That goes on the secondary page. If they confirm that call, there's going to be a third page that says, "Okay, let's get ready for the call. Before you come, here's some

information I'd love you to have on hand. You can expect to have Johnny on the call. Here's an introduction to Johnny. You can find his social media right here. In the first 10 minutes, we're going to talk about this. The next

20 minutes, we're going to talk about that." You're going to get a way higher likelihood of people to show up to your call if you've now followed this funnel structure. And for most people, for 90% of work you're selling, this is a

perfect structure. Give someone something free. Offer them the ability to do something else on top of that. If they opt into doing it, give them a bunch of information about how it's going to work. Now, at the same time

they're doing this, you can trigger email automation. So, here in Framer, I can tie this into ConvertKit. I can set an automation in ConvertKit based on the trigger of when they fill out this form.

And you can see here they're building out the tablet and mobile versions of this here, too.

[laughter] Yo, it's just crazy because the uh I used to like do this for people for money and thinking about the hours of my life that are sunk into it is uh versus just like watching in front of your

eyes. It's crazy. But now that we've looked at this, let's actually bake down the different types of funnels that we have so you can get an understanding of what all these are. And there's a ton of different ones out there. You can Google

types of funnels, but I'm going to give you a handful I think are the most valuable for you to have in your toolkit. So, first, like we mentioned, is the lead magnet funnel. Easiest one to have out there. Every business who is

trying to generate interest online should be doing this. Why? If people are trying to quantify social media, why should we do more social media? Or how do we quantify sales? Well, you can certainly quantify leads and emails that

are on your list. So, using lead magnet flows for that or having that as a call to action in your content to get something free is an awesome way to begin applying metrics to social media and automation and selling that way is

probably its own video. Second type of funnel is a tripwire funnel. A tripwire funnel is when you sell something super low price, $1, $20, and then immediately present a higher value order right after that. So, you will see this a lot. One

of the originals of this is when people would do free plus shipping books. You probably saw that really popular in like the 2000s where you get a book for free plus shipping. You pay $299. So you go to the web page and you plug it in, you

pay your $299, you get the book and immediately on the next page it's like, "Oh, do you want the software too or do you want all the extras? Do you want to be able to get the $79 package?" That is

what's called a trip wire funnel. But it's important because it's different than just a lead magnet because if someone's already spent the money, you've already charged a card. The information is already in the system.

You've broken down a psychological barrier. You've already basically made an achievement that makes the second purchase easier. And you'll see there are a lot of service-based businesses that do something like this. And you will see a lot of agencies and people

who have basically a break even entry point. You offer some like pretty straightforward service, landing page creation, your first 20 social media ideas, whatever to kind of get people in the door. You'll sell a lot of this lower price product. Very similar to

kind of what you see in ecom and stuff too, right? We may have like a loss leader to get people in the door. Then you grow their average order value, their lifetime value as a customer over time. Same thing can function here where

you sell someone something cheap. You may not even make any money on it, but then you're immediately introducing them to a secondary thing that is called a tripwire funnel. A great way to conceptually think about this also is

with advertising an ad spend. A lot of people will do this to basically break even on their ad spend. This is a cheat code. So, for instance, if you have a $99 product, but you end up selling a

$5,000 service, if you're advertising, selling people the $99 thing, those people become leads for the $5,000 service. You know what your leads are worth, you're going to convert ximum over time, but you make your money back on your ads in the $99 sale that you

just made. you now can spend way more on your advertising and you'll see there are tons and tons and tons of businesses that do this. All right. Yeah. So, this is uh let's check this out. They also built the thank you page too. So, if I

look down here in Framer, I love having this like happen in the background. So, we have the layout we have here where I could go fill in my copy and my images etc. That's done in my styles on desktop

and mobile. I then have the thank you page just like I described it where I would have my video here and then I will have my book a console call that will happen right there. Again, this is literally the templates for these are

being added right here. And to give you some context, say you were to add in the graphics. Um, you may have seen in one of my prior videos, I provided the graphics and a layout for this. This is

what's called like a bento style layout where I literally provided a screenshot of a bento style website and said, "Hey, here's the assets. I want me in the middle. I want this video over here. And then I want here's images of my products

I want to have around here. And I want to have this form call to action." That's what I asked for. And it built the fully designed layout, too. So, I showed templates before cuz I'm the kind of person that likes to see a template

and then fill it in. That's just the way my brain works. Not everyone is. But when I came prepared and said, "Hey, add these images. Add this call to action.

Add placeholders for testimonials and an FAQ below." It built this entire thing too. Then I asked for it to give me options for rollover effects. And you'll see the rollover effects here. So you can begin even having that light nuance

of asking the agent to do things like create X effect versus ever dealing with like the interfaces etc. And if you've ever had any questions about like, oh, does this actually work like this? I'm doing it in front of you. You are kind

of watching it come to life. This is the exact flow in framework. All right. So we talked about lead magnet funnel. We talked about tripwire funnel. I'm going to talk through two more. I'm going to talk through some tips for organizing

this workflow. I'm going to end with some bit of how this is important, how you apply this to your career. So, the next important type of funnel is what we're going to call a webinar funnel.

So, what this is is you get people to a landing page to then get them on a call, a oneto- many call, where someone is going to get on and they're going to pitch the product or the service to a

wide amount of people. This is great especially if you don't have the ability to have one-on-one with a setter or a closer like we talked about before or you're going to do that afterwards or you have a really charismatic person

who's excited to pitch the business. Getting them on with a big group and answering any questions and going through a presentation is an awesome flow that just works. I do a community call every month. Some months I'm saying, "Hey, here's the next cut 30 or

hey, I'm offering this program or whatever." Some months I'm just hanging out, but we follow that exact flow here.

And you can see this is the framework layout for my page here where literally I kept it super simple. Sunday, June 7th, the creative direction shift puts your info in here. Here's the three layouts. It's a simple flow and then

everyone gets all the information, all the reminders via email and text message. And the next one is what's called a VSSL or video sales letter flow. This is when people want to tell a really persuasive story. So basically,

instead of putting a ton of information necessarily like on the page, expecting people to read it all, you will try to sell primarily in one long video that follows very specific beats. Usually there'll be a very specific problem.

Then there'll be a very unique framework. There'll be information about why the person is the right person to help solve that framework. They will walk through a number of objections and there'll be a call to action. And so if

you have something that requires a lot of explanation or you have someone who's really good on video, I'd highly recommend trying the VSSL funnel. I would just Google video salesletter structure and you will see there's all these web pages that will break down the

exact flow that you write within. And we are now in the amazing world where you can take all the pitches for your product. You can put that into a chat GPT project and you can say, "Hey, can we try to get some VSSL scripts with

this framework?" you can go back through and re-edit and will take you a fraction of the time for having to do these things from scratch. All right, so that was there's a lot more funnel types, but those are the ones it's worth just being

aware of. You will see these in the world now that we've talked about them.

So now, how do you organize all this? So what I like to do is I will have screenshots of landing pages that I see whenever I'm sold something. I click on ads all the time. I will go look at what

they do. And those are all the frameworks that you paste in to the framework agent here and you say know when you saw me saying title, subtitle, paragraph, video, next section, I want three testimonials. Next section I want

a FAQ. That is just following one of those formats. So you literally take it and you type it and you break it down inside the agent. You get your landing page created. I would be saving I would have a swipe file of those. Whether

that's a folder in your Safari or your Chrome or whether you're actually doing those breakdowns and saving them in whatever docs that you use, I would be keeping those. And what's great is you can literally screenshot those and then

drop them into the agent and be like, "Recreate me a landing page like this.

Here's the information for my product." And it's going to give you the draft. And you do the same thing for testing.

You can test longer landing pages with more info, shorter ones that get directly to the point, light mode versus dark mode, having a video or not. Types of messages. You've seen in previous videos I've talked about is every offer

that you have, you should have something that is a human-driven narrative where you're talking through from your perspective. You should have an evidence-driven, really databacked approach. You should have a direct response really finding the problem people are trying to solve, attaching

real numbers to it and pitching them. Those are three very unique angles for copy. I'd be testing those on your landing pages. The other important thing that you have is you have access to all these framer landing page templates, a

number of which are actually free. This Swiss website that I have bought is one of them and an excellent one for like high design or if you're showing off a portfolio. And again, once you have these and you have these styles, you

just pop into the agent on the side and put in your text, etc. You already have something. So the cheat code here is to find the landing pages that you like, use the free ones or buy them. There are

a number of amazing creative ones from here. This is an excellent agent one that they have and just ask for what you want in the chat. You already have a visual basis, fonts, etc. for there. It basically supercharges your ability to

have templates from, oh, I can just fill this in to now you basically have a canvas you can work from and then use the integrations. Again, um there's a lot of different emails. I love kit to start out. I have no relationship with

them or beehive or anybody, but using kit is plugs really quickly into framer and they are free up to a couple thousand subscribers and I believe like one core automation flow so you can get up and spinning pretty quick with them

and that will help you get this full funnel from all the different pages you have to what emails are they getting.

And to give you a quick overview of what that looks like when someone signs up for something you should get an immediate email verifying what they signed up for, introducing you as the person behind it and whatever they

should expect next. I would follow up likely the next day with more information. Easy win is take your most popular videos or content you have on the subject and give it right there.

Literally be like, "Hey, know you signed up for X and Y. Here's some of our most popular things that walk through Z." And give them that email right there. And then continue nurturing and educating them about what's going on through

email. But at least set up those first two to be giving people more information. Those are easy wins. And so to finalize this off, I want to talk about the importance of this cuz again, creatives almost feel guilty talking

about this stuff when it makes the entire world around us work. I work at a huge agency now. We're not huge. If you're 100 plus people or you're utilizing these exact tactics to sell services, all the people that you know

that are growing, all the people that are selling those individual items, they can improve their sales, you can improve your toolkit. If you just understand how the world around you structurally works, you aren't afraid of doing some of this

work. And I get it. This work sucked. I used to do a bunch of this because honestly, I really wanted to make the most money I could with the time I had, not cuz I loved it or enjoyed it. But

now, if you look at how easy this is to be able to do it in the agent era, this now really becomes just a matter of your own agency. Are you willing to put in the light modicum of work it takes to be

put to actually make a difference in your business or your client's business? And I cannot tell you if I look at over time the amount of websites and landing pages and things that I designed and put together throughout my entire career as

a side hustle and what all that money added up to over time and the ability has given me in my life to do different things. It is immense. I will do a CRM video one day because this is very

focused on like pages and the general ideas of this. But how you manage those contacts and what that looks like and how you grow with that over time is another ultimate superpower. Right? I have whatever it is 70 80,000 email

subscribers now. Not some massive list, right? But everyone is very interested in marketing, creative direction, digital marketing just off that email list. I will never have to have a job again. I can always go out and solicit clientele from that email list for any

service or offering I have. And did I get that overnight? No. If I'm working I've been working on that longer than I've been making content. I had an email list probably 2 3 years before I started making content on here. Honestly, I had

other emails I tried earlier and just never stuck with. If I kept that going over time, it would have been even easier. But if you think of say I started that six years ago, it's a realistic time to get to that level.

Even if you had 5,000 emails over 6 years, you now always have the ability to kickstart your new thing. CRM and email are just massively important and it's the kind of thing no one will click on a thumbnail title of, but will change

your creative career. So, listen to me on there. This video was in partnership with Framer, who I could not more heartily endorse. Framer has completely changed how we work inside Cut30, how I work on my own personal website, how I

work with client businesses. Is an excellent piece of software. The agents are incredible. I cannot recommend them enough. Learn more about them in my profile and there's an offer there for you to get started as well. As always,

thank you so much for watching. [music]