How to Market to Customers Who Do Not Follow a Straight-Line Funnel

you my friend have been lied to when it comes to advertising people have told you all sorts of pretty little lies to try and get you to buy their program or hire them as an agency owner and you've likely been disappointed and never really understood why they did not get the results that they promised right well here's what I'm going to do today I'm going to show you the true way that advertising and marketing actually works and then from there we're just going to dismantle all their [ __ ] so you're immune to it like a ninja and you can

iido to all their [ __ ] that's what you're gonna be able to do so let's go ahead let's get started okay so here we are on the demonstration white board and what I'm going to show you is what most people say happens in marketing and advertising so you get an ad and that ad sends someone to an optin and then they opt in with their email and phone number and then they watch the vssl and then they watch this vssl and they book a call and they're taken to the thank you page and then after the thank you page they go to a sales call and then they buy right and so we're going to optimize for

this and then you know maybe what's going to happen is that on that optin um they're going to give us their details and we're going to have a Setter call them and that Setter is going to book the call with them and get them on the sales call and then they'll buy right that's what everyone tells you but in all actuality here's what really happens they see your ad and they ignore it and then they see it again and they ignore it and then they see it again and then they ignore it and they see it once once more and they ignore it again and suddenly now you're popping up on their

timeline so much that they can't help but watch it at least once they're like oh my God let me at least hear what this guy has to say I've skipped his ad one two three four five times let me at least watch it they watch your ad and they go hm that's interesting they then click on your page go to the optin and then realize they have to give their contact information and they leave and then what ends up happening is they go and talk with their wife about something they get in a big argument this her

upset and then he's like Angry hey by the way real quick just to interrupt this video if you would like more help figuring out everything there is to know about your market so you can say the types of things that will actually get our little Avatar here that we were talking about to take action and not just sit there and look at your ads and just continue on with their day if we want to do something that actually gets them to click on your ad do what you want them to do we got to punch them in the ball and if you'd like more help on how to actually punch them in the balls I put together a free guide that shows

you exactly how to write way more emotionally provoking copy inside of your marketing again while you don't have control over everything what you do have control over is the impact of your message and if you want to have a higher impact you need to write with more emotions so if you want to find out more about that just click the link in the description you'll be taken to a page where you can put your information in there and then I'll send you that guide on how to use more visceral raw motions inside of your Market marketing so let's now get back to the video right they get in a big argument he decides that he's going to stay downstairs tonight and

doesn't want to come up and he's on his phone again and he's just like angry and everything like that and then from there he sees another one of your ads and he's like oh my gosh I cannot get this guy away from me today there's all these ads attacking me and he just gets so upset that he goes and he clicks that thing that says stop showing this to me whatever it is on Instagram right and he's just so frustrated and then what ends up happening let's just say in this case you're running some sort of Fitness offer that's helping people get in shape is then like 6 weeks later he sees that

you went on a podcast with one of his favorite people Dr schuerman whatever his name is all right something like that Dr scherman whatever right some sort of man Schmid Steinberg gold whatever so they they're on this podcast together he sees them he's say hey wait I've seen that guy's ads everywhere oh interesting okay got it well I'm going to go ahead and I'm going to go check his stuff out so I go on his Instagram and I see his Instagram in this case I'm the guy he sees your Instagram and he's just like oh okay interesting this guy's

actually not a bad dude I actually align with a lot of his views and his grid is super cool and then he goes and he clicks the link in your bio right he clicks that link that's the link symbol so he clicks that link in your bio and then he again sees the optin and now he's like oh my goodness this happened okay well he decides to put his optin information in and then he goes and then he watches your V VL and so he watches the vssl and he sees this and he's like hm well I guess this is an interesting approach to weight loss and then all of a sudden the setter calls him seter

calls him he picks up the phone s's like hey John you know just saw and then he gets super upset because he hates sales calls so he just hangs up the phone he's like ah this guy's a scammer right and he just leaves and then he decides not to buy and then what ends up happening is later that night him and his wife are on the couch watching TV right this is the two of them that's her hair right there and she's sitting there and they're watching TV and on the TV there's this big jacked muscular guy with all these abs and he's super big and he's just super handsome it's his arms and he's just like this super Chad

Giga traps like he's just massive and his wife says something like wow he's hot and that guy has a moment of insecurity and he's like I'm not looking like that and he's just like what the heck and so he starts to consider his Fitness as well he's like I mean I used to look like that but I don't look like that anymore and he's just like honey you wouldn't you know love me more if I had muscles would you and she goes no I would and he was just like what she's going to say something like oh well you know I've always thought that guys with a lot of muscles are super attractive but obviously I love you so you know I'm

never going to judge you for it or tell you what to do and so this guy realizes man I need to get jacked and he just goes back to his life he goes to bed right he's him sleeping with his wife there there and he lays up at night thinking about that situation with the guy on the TV and he's just like I really did not like that and then next morning he's having a cup of coffee and during that cup of coffee he decides to open up his phone he then goes on Instagram he sees a post from Health Fitness coach Jack six-pack guy and he's like damn this guy made a really good

point about how the only time to lose weight that's the right time is right now you don't want to wait you want to just go and do it right now you don't want to wait until it's too late because it's only getting worse day after day and he decides you know what I'm going to go and I'm going to take action and so he decides to go back to that funnel with the link in the bio lands on there and then from there goes to the thank you page and then after the thank you page where he books his call and everything he then hops on the sales call he then after that sales call he decides to buy and he decides to pay in full and then from there he goes and

refers three of his buddies who also did a really good job with their marriages and not being sexy for their wife and they kind of all felt the same thing and he refers three of his buddies and then you make more mone's okay so my friend how the [ __ ] are you going to track that you're not like you're just not there's no way to track this and what you need to understand is that marketing is not linear I say that again marketing is not linear it's Quantum marketing is quantum it does not work in a way that's

predictable I'm going to pull this lever I'm going to pull this lever I'm going to pull this lever that's not how it works it is not like an engine okay people will say these things and to a degree you have some control over the build of the system but you cannot control what happens inside the system you can't you can dance with it and you could try and figure it out and try and make better decisions in the way the system set up to get more people to take action right we can act like we have control over the system but as I just

showed you in this giant massive diagram what you've seen is that this person's buying decision had very little to do with the system and had almost everything to do with their experience and the human experience is not linear as you can see so what do you as a business owner do to account for this that's a great question I'm going to answer that for you right here on the Whiteboard you do it by understanding the only equation that actually can

predict marketing success okay and what it is is impact of message times frequency of message impact of message times frequency of message equals results so let's say that we measure these on a scale of 1 to 10 and let's say you're not good at copyrighting at all you don't know how to come up with a good message and so you have a one in terms of impact just a very Bland chat GPT message it doesn't really do much for the viewer um but you have a lot of

AD spend you just play pen in terms of all the time constantly blasting on all platforms the same ad consistently across the board well what's going to happen is you'll see some results but it won't really be all that much because again your impact of your message is very low so these are the two factors that we do have control over we have control of how often we post we have control over how much ad spend we put out there we have control over how many podcasts we decide to go on etc etc right we have a deliberate choice on how

much we want to spend how much we want to do in terms of paid and organic but when it comes to the impact right this is where it's not so much about your choice but rather your skill level and so people who have a better message see better results and that's just the dog on honest truth is that if even if you have higher frequency someone with a better message will lap you because this message it pierces through the audience's fog of constant distraction

and gets them to pay attention because it's a dang good message and so these are the only two factors my friends that you have control over inside of your marketing nothing else you can build the system you kind of have control over that as well but nothing else is within your control the customer journey is not within your control nothing is within your control the best thing that you can do with any form of a system is just Release Control and let it be exactly what it is do not try and change it but

rather take observation on what's Happening and then use that as useful insights for what maybe needs to change hm interesting that Deli workers seem to be coming through our funnel I think that perhaps maybe our messaging is uh maybe appealing to the wrong audience I don't think bus drivers are the right people to come through hm well okay well we can't control it that's what's happening right now even though that you know we we're not talking to them that still who's coming through the funnel maybe we need to change our message

right and so by changing the message on the front end that actually helps everything else so we change the ads we change the vssl we change all the messaging the headlines all that and as a whole the whole thing gets better right so that's the truth of marketing guys you cannot control it to the degree that people tell you you can you can only do your best to have a high frequency and a really good message so if you are consistent for a long enough period of time and you have a really good message you will see that your advertising and your marketing works if

you do not have those two things if you have a shitty message and you're only here for a week my friend it will not work so that's everything I got for you guys today I hope you found this useful remember that equation impact of message times frequency of message is what will get you the results that you want