Smart Funnel Formula Masterclass Session #3

Welcome back to Master Class session number three for the Smart Funnel Formula.
Super excited to be back with you guys and gals. We're going to get started and get
rolling in just about 30 seconds. Go ahead and let me know that you can hear me loud
and clear, that the audio is coming through A-okay. We got the recording rolling. Hey,
Chris. How are you, buddy? Cool. Susan, "All good." Carlos, "Solid. Both audio and
video." "I can hear ..." Thank you so much, Jay. "I can hear your awesome voice." Cool.
Dave, man, welcome from the UK. That's awesome.

So yeah, very cool. Awesome. I love you, guys. You guys are rocking. Stephanie,
yeah. I'm super excited too to be with you. It's so awesome. Let me just get rid of
this. Cool, cool, cool, cool. Awesome, awesome. Chris says, "This is my second
webinar with you today from Australia. Been up since 1:30 AM." Hey, Chris. That's
awesome, man. So you were on the DotCom Secrets Implementation training earlier
with ... Cool, yeah, with me and Rich from the Strategic Profits Studio. That was fun.
Been a long time since I had the opportunity to do a live stream from the Strategic
Profits Studio. Very cool. You too, Chris. Awesome, man. Yeah, that was some good
stuff. We got some great stuff in store for you, guys for that as well coming up.

So, okay. Cool. Like I said, this is of course, session number three for the Smart
Funnel Formula. This is all about advanced intelligence tactics. Of course, welcome
back. This is all really the last two sessions, and today, today's session is really all
building towards really session number four where we actually cover all of the points
of the Smart Funnel Formula, the actual Smart Funnel Formula Model. So super
excited to give you guys some more advanced intelligence tactics today.

Let's do a quick ... Let me do this real quick. Let me see something here. Hang
on one second, one sec. Let me see something. I want to make sure that I got all this
dialed for you which I do. Okay. Let me just ... Let me see here. Yup. Yes, I'm glad to
hear that, Chris. Okay. Let me do a ... First of all ... Before I forget, if you didn't get
the opportunity to go through the Pull-Back-The-Curtain Insiders Peek Training, you
should definitely do that. That was put in obviously, last week into the training portal
and it really ... It's about I think two hours, maybe a little bit over two hours,
something like that. It gives you really, it gives you a peek into what we did during the
public launch for the Smart Funnel Formula.

I think it is a phenomenal training for you to understand the strategy and

psychology that was utilized in the creation of that funnel. I don't know if we'll be
turning it into an evergreen funnel. This may be the only time that I ever share this
stuff in this type of forum but it gives you some insight into how I really approach
every funnel that I create, whether it is a launch funnel or an evergreen funnel. The
reality is that I approach it with the same mentality, the same perspective, the same
approach ... So yeah, I highly encourage you to go through that.

Dave said, "Insiders Peek was an awesome drill down and loved the NLP. I'm a
Master Practitioner." Wow! Very cool. Thank you so much, Dave. I appreciate that.
Let's just quickly cover where we are at at this point, so what we've covered this far
in the first two sessions and then what we're going to cover today. You understand at

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this point the difference between selling and marketing and the critical need to make
sure that you are focusing the majority of your funnel on marketing.

We talked about the necessity of identifying your prospect's marketplace

sophistication, so that you can match your message appropriately to what it is that
they need to hear, so that you can avoid coming out with a me-too message, so the
whole purpose, the whole game of differentiation and having something different to
say to the market.

We talked about prospect awareness level and why you need to understand
what is the awareness level of your prospects so that you can provide the right type of
marketing funnel message. Obviously, it goes without saying that the less aware your
prospects are, the longer your funnel was going to be because the more education
those people need at the lower levels of awareness.

We talked about the big idea for your funnel and why you need especially in a
competitive landscape to come up with a compelling, new, different, unique, fresh,
timely, newsworthy idea for your funnel, for your actual marketing message.
Remember, this is one of the most critical things that you can really come to
understand and utilize is that we're not talking about a big idea for you product; we're
talking about the idea that you are bringing to the marketplace in terms of your
actual marketing message.

I talked about this need for eliminating mental opt out. The need for coming up
with an idea behind what it is that you are going to present that grabs your prospects'
attention and tells them that this is something new and different, that gives them this
feeling of discovery, this aha moment.

Then we talked about structuring your rock solid sales argument. The need
today more so than ever before for you to prove both logically and rationally as well
of course, stir up the emotional or the emotions of the prospect but the need for you
to prove your argument, for you to prove your thesis of your marketing funnel.

Then we talked about engineering a superior and irresistible offer and how it's
critical that you are going the distance with the offers that you are putting out in
front of your prospects, that we're looking to generate the response from your
prospects that, "Why wouldn't I do this, that this is a no-brainer, that this is absolutely
an over-the-top, irresistible proposition?"

Then in session number two, I covered some of the basics of marketing

intelligence. We covered the Smart Squeeze Page. We covered the Smart Add To Cart
Button, dynamic offer stacking, the first visit incentive, the Smart sidebar. We talked
about offsite marketing intelligence. Of course, I shared with you a tool that you can
use to do resumable video.

What is the objective for this session, for session number three? Again, it's to
continue with some more advanced intelligence tactics. Specifically, we're just going

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to dive in and we're going to talk about how to use behavioral-triggered e-mail
sequencing. We're going to talk about internal funnel retargeting, external funnel
retargeting. We're going to talk about order form abandonment and recapturing and
the intelligence second chance offer sequence.

Let's just get rocking and rolling and talk a little bit about behavioral-triggered
e-mail sequencing. Now, this is something that I've talked about really and taught now
for a little bit over two years. So I want to lay out for you the strategy, if you will of
behavioral-triggered e-mail sequencing, what it does, how it compares to the typical
static e-mail sequence. Then I'm going to show you an example of how we've
structured this inside our CRM.

Now, we happen to use InfusionSoft. You don't need InfusionSoft for this. You
can do this with something Ontraport. You can do this with Active Campaign. You can
even do this with AWeber and combined with a tool like AW Pro Tools. Let's start by
first talking a little bit about the typical static e-mail followup sequence.

Let's start with your typical squeeze page. We've got headline and let's say,
you've got an opt-in form, maybe it's a single step where you're asking for e-mail in
here. Let's say that you are using and this is just for example purposes. Let's say that
you are using a four-part video funnel. We've got video one, we've got video two over
here, we've got video three over here, and we've got video four over here.

Now, you guys already learned and you understand now that this is what we
would say is your marketing. This is all about your prospect, their situation, their
problem, the ideal solution for them. This is where we ... You could say, this is where
we educate. I talked a little bit about how we use what's called EBM Content or
Education-Based Marketing. This is where ...

We also talked about how this right here, this headline, how the headline is
what communicates your big idea. You remember that I talked about the headline is
not the big idea. The headline is what communicates the big idea. When you're
coming up with the big idea for your funnel, you should be able to articulate that idea
in 20 seconds. When you are articulating the idea, you're not simply rattling off a
headline; you're just sharing the idea.

Like if I say to you, "Tell me the idea behind your marketing funnel message.
What is the idea that you are presenting to your prospects?" The reason why I say that
the idea and the headline are not the same is because a big idea can have almost an
infinite number of headlines. We can take any idea and we can articulate a variety of
different ways in the form of a headline. So the headline is simply the way we've
chosen to articulate the big idea. The big idea articulated in the headline, it then
gets addressed and presented and proven throughout the marketing portion of your
marketing funnel.

At this point in your marketing funnel, we could just refer to this as 75%, this is
25%, this over here is like I said, the sales portion. This is all about your product, the

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features, the benefits, the offer, et cetera. By this point right here, right here, we
have proven our main thesis, if you will of the funnel. This is the main belief that your
prospects need to have, so that when you make them the offer, they jump at it,
they're excited, they're grateful for the opportunity because we educated them in a
way that leads them to this one belief.

Hopefully, that all make sense to you by this point. This, of course is where we
make the offer, and this is where the money is generated.

Now, the way the typical static e-mail followup sequence works, it works like
this: that somebody opts in, a prospect opts in and they receive e-mail number one
that has a link to video number one and this is on day number one. Then the next day,
on day number two, they receive another e-mail that has a link in it to video two. The
next day, of course, continuing with this process, they receive an e-mail on day three
with a link to video three, and then on day four, there's another em that the prospect
gets with a link to video four.

Now certainly, it's quite possible that for most marketers, what they do is if the
person doesn't buy on day five, they'll send them another e-mail and again, they'll
send them back to video four. Then let's say this that on day six, they'll do the same
thing and send them back to video four. Now hopefully, you can see right off the bat
the problem with this type of static e-mail followup sequence.

The problem is that it doesn't address the prospect's behavior or the prospect's
engagement. In this case, what's happening is that every prospect is receiving
followup messaging and is receiving messages about the funnel regardless of whether
they are engaged with the funnel or not. That just means that on day one when they
opt in and they get the e-mail, let's say for example, they click the link in this e-mail
and they go and they watch a portion or all of video one but let's say on day two, they
get the e-mail about video two but they do not click the link. So the do not go to
watch video two.

In the static sequence, what happens is on day three, they get an e-mail about
video three. The issue is that and there's a subtle lesson that I want to teach you that
I want you to get, and if you get this, you will forever think about your followup
differently. The issue is that we are allowing prospects to skip a portion of your
funnel.

Now look, here's the thing that I want you to understand, that I want you to get
before I show you the behavioral-triggered e-mail sequencing is that ... and you heard
me say this during Master Class session number one, that every single thing that you
do and say, present and show throughout your funnel is in there for a strategic reason.

The reason we can put it under the main category of it is there to further the
sale. That means, it's there to establish the sub-beliefs that your prospects need to
have. The sub-beliefs meaning these beliefs, all these beliefs added up lead to this
one main belief. We're either establishing beliefs, or we are establishing authority, or

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we are establishing credibility, we are demonstrating social proof, we're establishing

urgency and or scarcity at some point.

There is a strategic reason for every single thing that we are doing, saying,
showing, demonstrating, et cetera. If you cannot properly and effectively articulate
what the strategic reason is for something that you are saying or showing or
demonstrating in our funnel, it should not be in your funnel. There is no place for it.

That means, every single line of every single script, for every single video
whether you use a single VSL, whether you've got a multi-part video series funnel,
whether you've got an evergreen webinar, a live webinar, everything that you do and
show and present and share is in there for a reason. If you don't know what that
reason is, then that should not be in your funnel.

What does that mean in this context? That means that there is value in every
single video. Why would we arbitrarily want to let somebody skip one of these pieces
of your funnel? That means that like look, if video number one is establishing these
three sub-beliefs, and video two is establishing these three sub-beliefs, and video
three is establishing these three, and these are the nine beliefs that we know that
your prospects need to have in order to have the main belief, the main thesis, the
thing that is going to get them to desire your product or service before you even offer
it to them.

If we arbitrarily allow them to skip this particular video, what's happening is

they will not have these three beliefs. This is the equivalent of you being a prosecutor
and prosecuting a case, and leaving out three crucial pieces of evidence, three crucial
points that you want the jury to hear, that you need the jury to hear so that they can
find the person guilty. That's the equivalent of you skipping those, and you leaving
those out.

You see, here is the major lesson and the major reason why we use behavioral-
triggered e-mail sequencing and why you need too as well. That is that understand
that most marketers don't really think about followup in the proper context. What
most marketers think about as it relates to followup is some may have this idea that,
"Well, I was told to follow up and so ... That's what all marketers do. We're going to
follow up."

A lot of times we hear this thing like people need to see a message seven or
more times, or eight or more times before they make a buying decision on average, "I
know I need to have followup and so, we're going to have followup." I don't want you
to think about your followup in that light. I want you to recognize that the purpose of
followup, and listen to me, if you get this, and you use this with your followup, your
conversion rate will go through the roof.

The whole entire purpose of followup is to maximize consumption. It's to

maximize consumption of your marketing funnel message. What that means is that we
have followup in place in this particular example, so that we have maximum

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opportunities to get prospects to consume the full funnel. You see, the thing that I
want you to understand is that there is a direct correlation between the level of
consumption of your marketing funnel message and conversion rate. There is a direct
correlation between the level of consumption of your marketing funnel message and
conversion rate.

The higher the consumption, the higher your conversion rate. What does that
mean? That means simply this: if we look at let's take prospects that fall into one of
four categories with this particular funnel. We've got prospects that only consume ...
Let's do this over here, only consume video one. Let's just keep this real simple. This
is going to be their conversion rate.

Prospects that consume video one and video two, the way I want you to think
about it is this is going to be their conversion rate. Prospects that consume videos
one, two and three, this is going to be their conversion rate. Prospects that consume
videos one, two, three and four, this is going to be their conversion rate. Now, this is
more for just illustrative purposes for you that I want you to recognize that your
followup is all about creating maximum consumption. It's all about doing everything
that we can to get your prospects to consume your full marketing funnel message.

Now, I'll show you how this applies to a single VSL funnel is just one second.
Now, imagine this. Imagine how somebody gets on days one, they get this, they go,
they watch video one, they get video two ... Excuse me, e-mail number two on day
two for video two, and they skip it. Then they get let's say, e-mail number three on
day three, and they skip it. Does it make sense for us the next day to send them an e-
mail about video four which is all about the offer when they haven't even seen video
two and video three? Therefore, they don't have these three beliefs in this example.
They don't have these three beliefs.

The majority of beliefs, the majority of things that we need them to

understand in order to value our offer have not been established. Instead, here is how
we use behavioral-triggered e-mail sequencing in this particular example. We're going
to go back to the same squeeze page over here, and we're going to go back to video
one, we're going to again, video two, video three, and video four over here.

Behavioral-triggered e-mail sequencing works simply like this. They still get
plugged into a followup sequence, but here is the way that I want you to think about
it now. I want you to think about it like this: that each piece of your funnel, each
component, in this case, in this particular event, we've got four pieces, video one,
two, three and four. Each piece of your funnel has its own mini e-mail followup
sequence.

Now, this, the combination of these four mini e-mail sequences in this
particular example, and you can extract out how this would apply if you had three
pieces, if you had two pieces, if you had one piece, but this combination of four mini
sequences, we could say is what makes up your overall autoresponder sequence for
your funnel.

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This is ... Let's do this. This is mini sequence one, this is mini sequence two,
this is mini sequence three, and this is mini sequence four. Now, what goes in each of
these mini sequences? The general ... I don't even want to call it a rule, but the
general method that we follow is this: that each mini sequence has three e-mails in
it. There are three e-mails in each of these mini sequences right here, right here, and
right here. I'll just put these bad boys in here, right here.

On day one, on day one, this is day ... We're just going to say this is day one.
They get an e-mail with a link to video one. Now, if they do not click the link on this,
let's just say, the next day which is day two now, they are going to get another e-mail
about video one. Now, the difference in these e-mails for each of these mini
sequences is that they touch on a different benefit, a different appeal, a different
reason to go watch, in this example, the video.

We're not simply sending out just an e-mail that says, "Hey, go watch video
one." The next day, "Hey, go watch video one." The next day, "Hey, go watch video
one." We're using a different benefit, a different reason to go watch. We might
extract out a piece of video one to highlight in e-mail number one. We might extract
out a different piece of video number one to focus on in e-mail number two and take
a different piece of content from video one to focus on in e-mail number three.

Now, let's say they get e-mail number two in the video one mini e-mail
sequence, and they do click on the link. They do go, and they do go watch the video.
What happens is they do not get this e-mail and now, they are put into this sequence
over here. What we do and I'll show you this in just a second is we have a one day
delay at the start of these sequences. There is a delay, a one day delay, a one day
delay, and a one day delay.

The reason why we do that, the reason why you want to do that is because if
they click on the link in e-mail two, in this little mini e-mail sequence, and they go
watch video one, they will immediately get put into this sequence for video two,
except there's a delay of one day. That just means that on day two, they'll get the e-
mail about video one, and then the next day, they'll get the e-mail about video two.

Now, let's say that they click the link in this first e-mail, this now is just to
show you this is day three in this particular example, and they go and they watch
video two. In this case, they will not get this e-mail, they will not get this e-mail, and
instead, they will be taken out of this sequence and they will be put into this
sequence. There is a one day delay, so the next day, in this case, this is now day
number four, they will get the e-mail about video three.

What you can see is that with this particular followup, and I'm going to show
you a more advanced strategy in a few minutes, in this example, the prospect is being
moved through the funnel based on their engagement. If they consume the prior step,
then they get moved to the next step. In this particular case, they're getting to ... In
this just one random example, they are moving to video three on day four. It took

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them four days to get to video three because they didn't respond on day one in this
example.

Now, what happens is let's say, they do not click the link over here and Dave, I'll
get to that question in just a few minutes. Let's say do not click the link over here to
go to video three. Now on day five, we send them out another e-mail. Now, let's say
they do not click this link in here. Now, let's say on day six, we send them another e-
mail and let's say in this particular example, they do click, and they do go watch
video three. Now, we take them out of this sequence and we put them into this
sequence. There's a 24-hour delay again, and so now what happens is this is day
seven.

Now, let's say on day seven, they do click the link, and so they do go watch
video four. Now, what happens of course, is they will not receive this and they will not
receive this e-mail. What happens is we have what's called ... I'm going to do it like
this. We have what's called ... You can call this to keep this really simple and
straightforward, you can say that this is non-buyer. That means that they've watched
video four, but they have not bought yet. There's a delay at the beginning of this, we
take them out of this sequence, and we put them in this sequence.

In this case now, this is day eight. Now over here, this is all about the offer.
This is all about a reason to respond. Internally, I'll tell you just to give you the full
picture, we refer to this as an intensification sequence, an intensification sequence.
What that means is that if they don't buy, if they still don't buy, this is not now about
clicking the link and going and watching the video because if they've watched the
video, we're not going to send them back to the same exact page. We might add a
bonus, another bonus over here.

This is day nine. If they still don't buy, we may roll out a payment plan. We're
intensifying the offer. We may then focus on over here, if they still don't buy, we
might focus on scarcity, a countdown, like the offer is closing shortly.

The thing that I want you to see ... This is day 10, and this is day 11. The thing
that I want you to notice right off the bat from this is that we are ... in this example,
we have three chances that we are giving ourselves to get them to consume each
single piece. We're not simply arbitrarily moving them through the funnel; we are
taking up the three opportunities to get them to consume the prior piece.

In this case, in this particular example, it's very possible that somebody can
move through the funnel, see the offer and buy in four days. Somebody can opt in.
Day one, boom! Day two, boom! Day three, boom! Day three, boom! Buy. Where
somebody else it might take five days, it might take six days, it might take seven
days, it might take eight days, it might take nine days, it might take 12 days. You'll
have different individuals progressing through the funnel based on the rate at which
they are consuming, based on their engagement level.

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What this does is it gives the most engaged prospects the opportunity to go
through the funnel at the fastest rate. It gives the individuals that are not engaged
more time. It gives us more opportunities to hook them in and demonstrate to them
the benefits that they're missing out on by not consuming the videos, by not
consuming the funnel.

Now, I'll tell you a trick, not a trick but I'll tell you something that we added
into one particular funnel that we now add into all of our multi-part, multi-video
funnels both internally and for clients that has also made a radical difference. The
difference is that what we did is at the end of ... With this example as is, the fastest
that somebody can go through the funnel is in four days because if they click on, if
they go watch the video based on the first e-mail in each sequence, they'll get
through in this particular example in four days.

What we did was I wanted to run a test to see what would happen if we gave
the highly engaged, the hyper engaged prospects the opportunity to go through the
funnel even faster. What we did was we created ... we basically had a button pop up
at the end of video one that said, "If you'd like to continue to the next video, click
here now." When they click this button right here, they would go to video two
immediately, and they would start to consume video two.

Now when they did this, what we do is we take them out of this sequence
immediately and we put them in this sequence because there's no need for them to
be in this sequence to get any of these e-mails because they've gone to watch video
two. Now, what happened is same thing. At the end of video two, button to go watch
video three. If they click that, we then take them out of this sequence and we put
them into this sequence.

In this case, for this individual who let's say opted in, and let's say they got this
e-mail right here on day one, and they clicked the link, they went and they watched
video one, and then they click this link here, they go, they watch video two. They
click this link and they go and they watch video three. Then let's say ... let's do the
same thing because this is what we've done where we put at the end of the video, "Go
ahead," and let's say they click this link, and they click this link, so they click this link
to go watch video three, this link to go watch video four. When they click this link to
go watch video four, of course, we take them out of this sequence and we put them in
this sequence.

Now, what I want you to see is that in this particular example, somebody could
opt in and on the very same day that they opt in they can buy. In this particular
example, they've only received one e-mail. That's it. You see how it is behavioral-
triggered. I refer to this in our Marketing Funnel Partnership Coaching Program, this is
both behavioral-triggered e-mail sequencing because it's e-mails that are triggered
based on their behavior, and it's also what we call conditional content because there
is content that is conditional on their action or their lack of action, on their behavior.

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What that means is just that these two e-mails for example, are only sent when
conditions are met. That condition is they have not consumed this piece of the
funnel. Just like this button, this button is only displayed when certain conditions are
met. That is, that they've watched up to a certain point or beyond a certain point in
the video. This will only show, they will only see this if they watch beyond a certain
point. They will not see this if they do not watch beyond a certain point.

You could see that all of these pieces, the second and third e-mail over here,
even this entire intensification sequence and this, these are all conditional. Not
everybody will see the same sequence. Not everybody will see the same followup.

Now, Dave asks ... Dave asked, "What if they don't click?" That means in this
particular case, and I want to try to keep this as simple as possible for you, and this
looks a lot more intimidating and it looks a lot more daunting than what it really is
because it's really like I said, in this particular case, it's just these mini sequences.
That's all it is. This is like if you are using let's say Aweber, this becomes list one, this
is list two, this is list three, this is list four, this is list five. That's all it is. It's like once
they respond, we take them off this list, put them on this list. Once they respond, we
take them off this list, put them on this list. That's really all it really is.

Now, to keep things real simple, let's say they don't click on any of these e-
mails, do we just stop and leave them here? There are different ways that you can
progress them through the funnel. Let me show you. Let's say that ... Let's do this and
say, we've got boom, boom, boom right here. Let's say this is one. Let's say they do
not click, they do not click, they do not click. One of the things that you can certainly
do is you simply move them on to the next series and in this case, give them the
opportunity to go back and watch video one right from the video two page in this
example.

The other way of doing this is ... If they don't click this, any of these, what we
do is we move them into a different version of the video two followup. The difference
between these two, this one and this one is that this is for engaged people, this is for
non-engaged. Where in this, let's say, this is all of this mini sequences for the engaged
people are picking up where the last one left off. We're showing these people how
video two in this case, in this little example, how video two picks up where video one
left off, and how it breaks it down even more, and we drill down even more, so giving
them more of what they already responded to.

Whereas over here, we're approaching it differently knowing that we are

talking to somebody who is not engaged. We present video two as the ability to stand
on its own. Another words, we're not saying, "Hey, this picks up where video one left
off because why would we do that? We wouldn't do that for the individual who didn't
watch video one."

Now, here's the thing. Let me show you this. This is mini e-mail sequence
three. This one is the non-engaged. Let's say over here for example, the person, let's
say they click on this link. They go and they watch video two over here. What happens

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is now, they go back into the engaged followup for video three because again, we're
going to say this picks up where video two left off, but if they don't click any of these,
we're going to continue to move them forward, except in this case, we're going to
move them to the non-engaged followup sequence for video three. That's the way this
continues to go.

Now over here, we are basically a dual path. If they get this e-mail over here
and do they click on this bringing them to video three, then what happens is they go
into the engaged sequence for video four, but if they don't, then they'll stay in the
non-engaged path. Obviously, we're doing everything that we can to get them
reengaged in here. Whereas up here, we're building on what it is that they've seen
already.

Let me take a couple of question really quick, and then I want to show you how
you can use behavioral-triggered e-mail sequencing if you have let's say a single VSL.
Dave, I answered that. Cool. Carlos, glad that you dig it. Susan asks, "Todd, when
you're planning this sequence, what physical tool do you use: whiteboard, Post-It
notes, spreadsheet, other?"

We use Lucidchart, I think it's called for mapping this out. We map this out in
Lucidchart first. That's typically how I do it. Now, when it comes to other aspects of
the funnel like let's say listing out all of the beliefs, listing out all of the objections
for example, often, what I'll do is I will use different note cards. I'll use different
colored note cards.

For example, I have let's say pink, blue and yellow note cards. On the pink note
cards, it may be all of the beliefs that they need to have. I'll just write them out one
at a time, one belief on each note card. Then when I'm done, then I will put them in
the right sequence, the logical sequence just like as if I was a prosecutor.

Then on the yellow note cards, I'll write out all the potential objections that
they could have to the content, to the offer, et cetera. Then on the blue note cards,
I'll write all of the benefits. I'll make sure that I have all the benefits. Those are the
key things that I'll write out with note cards. For this type of planning, we use
Lucidchart. Hopefully, that helps.

Tom asks, "How can you tag if they watch the whole video versus they just
watch part of the video?" That's what I'm going to talk about in just a second, Tom, so
hang tight. Let me see here. Hang on. "How long should the e-mail be in ...?" Chris
asks, wait a second, Chris L. asks, "How long should the e-mail be in words for these
individual e-mails or does it depend on what the product or offer is?"

It doesn't depend on what the product or offer is; it depends on the

educational content. Remember that at least in this particular example, for the first
three video of a four-part video sequence is all content. We're not talking about the
product, we're not talking about you, we're not talking about the product benefits or

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the product features or product advantages or the offer or the guarantee or the
premiums or anything like that.

What we're talking about is the content. We are getting buy-in on the idea
behind the funnel. All of those e-mails are about the content. Some are short, some
are long. Typically what I'll tell you is that if you look at it like this and you look at ...
Let's take this, this, this, and let's say this is ... I'll just do it like this, this, and this.
Typically, what you will find is that this e-mail, the first e-mail in this sequence is the
shortest e-mail because it's really in this case, it's announcing the next video, and
giving them the single promise for that particular video.

If they click on it, when we get here, it's giving them the single promise, the
single benefit, the single payoff, or the most important, most valuable thing that
they're going to get. Now, if they don't respond to this, now we begin to elaborate in
this particular e-mail.

This e-mail is longer than this one, and this e-mail is typically ... and this is not
a hard and fast rule by any scratch. It's typically longer than this one, and that's
because we're really articulating and flushing out the benefit of a particular piece of
content in the sequence. The first e-mail in each sequence is typically the shortest.

Let me see here. Chris Cole asks, "Are the CTA button, the Call To Action
buttons under the videos based off of a time or the video player play ad? This way, if
they pause the video, the button won't show until they get to the end of the video."
Chris, in an ideal world, and this might be a little bit advanced for everybody, you
would go off of time in the video.

For most people, the reality is it's a lot easier to just do time on page because
that's built in to certain things like optimize press, for example where it's time on
page but Chris is absolutely right in that there are a lot of flaws in the delayed Add To
Cart button, the delayed Add To Cart button based on time on page.

For example, I'll give you a great example, I never watch any video at regular
speed. When I download videos, I watch them at two times speed, if not, more
depending on who's talking and online. I have a couple of different plug-ins and tools
that I use. I use Enounce MySpeed. I speed up every video.

If there is a 20-minute video and the Call To Action button, the Add To Cart
button is set to display at minute 18, I'm not going to be on the page for 18 minutes
because I'm speeding up the entire video. In that case, oftentimes, if I want to buy
something, I either have to come back or I have to wait until the button appears
simply because I watched the video at two times the speed.

Carlos asks, "Let's say they were non-engaged in video one and go through non-
engaged to non-engaged four, do they go to video one or to video four?" What
happens, Carlos, is in that particular example, we said this is one, then this is two,

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there's this alternate path for the subsequent videos over here. This is three, this is
four, and this is four.

We could say that the bottom path is for the non-engaged. Whereas, the top
path is for engaged. Let's say they don't respond to the first e-mail, they don't respond
to the second e-mail, they don't respond to the third e-mail, they are now going into
the non-engaged path.

The only way that they stay in the non-engaged path is if they don't respond, if
they simply just remain non-engaged. That's when they'll come in here. At any point
that they do engage, once they engage, they then go back into the engaged portion.
It's very possible that somebody could be over here and then they are engaged, so
they come over here, and then not engaged, which means they then go down here.
Then they become engaged, then they go back up here.

The only reason for these two different paths is because like I said, the
engaged path is the e-mails are about picking up where they left off. It's like saying,
"Look, you got this, you enjoyed this, you saw the value in this. Now, we're going even
deeper. Now, we're adding on top. Now, we're revealing more. Now, we're going one
step further." Whereas the non-engaged path isn't presenting it in that same light.
Oftentimes, the e-mail sequences, these mini sequences are very similar just with
slight alterations. I hope that answers your question, Carlos.

Yeah, cool, Chris L. Dave asks, "Do the sub-beliefs include general categories
like establishing credibility, creating scarcity or are they specific to the big idea?"
That's a great question, Dave, very savvy question. What Dave is referring to, just to
make sure that you guys understand, we've got ... This is your funnel. I said that the
timeline, this is the portion of the funnel where like we said, this is the marketing.
This section over here is the selling. This is where we are presenting the offer.

The way to look at it is this is where we are establishing all of the sub-beliefs
that really add up to this main belief, the main belief that we need them to have. I
think I gave you guys an example in session number one, this idea of ... I think I gave
you guys the example of ... Somebody told me if I did or if I didn't, the example of the
client that I had that was selling Facebook advertising, a Facebook advertising course
for pizzeria owners.

Somebody let me know if I did, just say yes or no. Did I give you that example?
Yes, okay. In that particular example ... Thank you, Mark. In that particular example,
the thesis, if you will, of the funnel, of the marketing portion of the funnel, the thing
that we wanted them to buy into, the one belief that we wanted them to have was
that the single most efficient and effective way for pizzeria owners to profit from,
benefit from, and grow their business, their pizzeria from the internet was using a
special unique type of Facebook advertising.

That was our thesis statement. If you are writing an essay, that would be the
thesis statement, and then the rest of that essay would be used to prove that that is

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the case. Now look, when we do that, when we establish that thesis in the mind of
prospects, at this point, then when we go into the offer, and the offer is all about how
they can get their hands on the unique methodology for using Facebook advertising,
and we make them an irresistible superior offer, that's why your conversions are
through the roof with my approach, with this type of approach.

To go back to the question about the sub-beliefs, there's a couple of things. I

want you to get this, so please pay attention to this because if you get this ... I'm
sharing with you here now and we have a lot to cover tonight, but I'm sharing with you
here now the ways that and the reason why I am able to generate high conversion
funnels over and over and over and over, and why my coaching students when they
follow this methodology are able to do the same thing, and why consulting clients just
dominate in their markets when we use this. So please pay attention to this.

The thing that I want you to understand is that I want you to think about your
marketing funnel and different beliefs with these two different main areas. What I
mean by that is that, so we've got this section right here. We've got this section right
here. Then we've got this section right here. Now, there are different beliefs that they
need to have in this section, and then there are different set of beliefs that they need
to have in this section.

This section is all about the things that are leading to the thesis. It's all about
the sub-beliefs. I told you in the example with the pizzeria owners that this is like the
internet is a viable medium, advertising medium for pizzerias, that their local market
is accessible online, that their local market is responding to restaurant ads online,
that paid traffic is better than free traffic, that Facebook advertising is the best of all
paid traffic generation methods for pizzeria owners, that they have enough
knowledge and skill to be able to execute on Facebook advertising, that they don't
need a web master or something like that, that they have the budget to do it, and
that they can get a fast ROI.

Now look, these are all the sub-beliefs that when taken together, taken
together one after another in combination, they naturally establish this. We show
them this. We establish these beliefs, and I told you guys and gals that we establish
these beliefs by making a claim plus, at least one proof point and then giving them
the benefit. That is this. Then we do the same thing with this belief. Claim, boom,
boom, next, next, next, all the way to this.

When it comes to the beliefs that they need to have, the sub-beliefs that lead
not this over here, this is about the marketing message. This is about the thing that
we want to get them to buy in on. This is our EBM content. EBM content right here.
Now over here, and when we offer proof, here's one of the things, subtle points that I
want you to grasp and I want you to get this.

One of the things that marketers immediately migrate towards or immediately

think of when they think of proof ... Let me just take a drink real quick. You guys
digging this or what? You picking up what I'm putting down over here? You digging this?

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Let me know. Go ahead and share with me in the little dialog box. You getting this,
you following me, you enjoying this, you getting value? Okay, cool. Tom says, "Totally."
Nikolai says, "Yeah." Jay says, "Loving it." Susan says also, "Loving it." I love that. Dave
says, "High-octane content." Cool, beautiful.

What most marketers think of when they think of proof is what they're really
thinking of is they are thinking of testimonials. That's immediately what they think of.
Testimonials and client and customer case studies have no role in the marketing
portion because those testimonials and case studies are proof points for the claims
that you make about your product. They have no room in your EBM content unless
they are proving a claim that you're making about one of these sub-beliefs.

Over here is where when it comes to ... is one of the things that we need them
to believe that they need to respond now or they have the chance of missing out. If
that's part of your offer, then yes, we're going to make a claim that, "You need to
respond now. If you wait on this, you may miss out." The reason proof, "The reason is
because this is only available until XYZ date," or "There are only 500 copies."

Obviously of course, you're only and always telling the truth and always
maintaining integrity in your marketing. The beliefs that are related to your product,
to your offer, and the proof points related to your product and offer get delivered in
this section. Whereas, all the claims and proof points related to the premise go right
in here. Hopefully, that answers the question for you, Dave.

Let me see here. "How do you handle the e-mail sequence within days and
hours of the cart closing. Some other people will still be days away from the offer."
Michael, what you're asking ... It sounds like what you're asking is really the
difference between a launch sequence and an evergreen funnel. What I'm talking
about tonight for you, you guys and gals is an evergreen funnel just because that is
where the money is made. A launch is one-off process. There are things that we do in
launches with the e-mail followup that you're only doing them once during the live
launch.

The money is made. The ongoing money is made in the evergreen followup.
What happens is that everybody experiences the same scarcity or urgency at the
appropriate time in an evergreen funnel. For example, and I'll show you this in just a
second but let me show you this. We've got ... Let's say this is the video four portion,
so that means that there's all stuff before this but this is the video four portion. They
go and they watch, they go and they watch video four. Of course, we take them out of
this sequence and this sequence. I'm going to show you we put them in the
intensification sequence over here.

Now, for us, we rely on proofs. We might have case study number one over
here. We might have an added bonus that we've just added. You can see how this ties
back into what we talked about in prior sessions. Then over here, we might have let's
call it case study two. Who knows, just for argument sake, just for this example,

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maybe you have another extra bonus or unadvertised bonus that everybody gets
anyway but now, you are highlighting it in here.

What happens is of course, at any point if somebody buys, at any point when
they become a customer, they are removed from this, so they won't get anything else.
Let's say they go through this sequence, then what we do is depending on the price
point and not all the time is we will ... This is our intensification sequence over here.
Then what happens is we go into a payment plan. This again, of course, is depending
on price point.

I will tell you that even on prices as low as 49, 59, you can do a payment plan.
You'd be surprised. Don't think that just because it's $49 means that you shouldn't
offer a payment plan. You'd be surprised to see how many people like if you offer two
payments of $24 or something like that, they'll jump at it. Just because you've really
lowered the risk for them because they're only risking that $24 and not risking the
$49.

What we do is we roll out a payment plan. Now, what happens ... and I'm going
to tie this back to your question in just a second, Michael. What happens is and
there's a lot of different ways to do this. I'm not going to get into this because this is
beyond the scope of behavioral-triggered e-mail sequencing, but what we do is we
will hard code a date in the prospects record. Meaning that, what most marketers do
is they'll send people to a page with a countdown timer. The reality is that the
countdown timer is cookie-based. That means if they clear their cookies on their
browser or if they open up a different browser, or if they go to the page on a different
computer, or mobile device, or something like that, they'll be able to go back and get
that payment plan anytime they want.

Depending on the type of market that you're in, if it's a savvy, sophisticated
market like let's say in our world, marketers know it's cookie-based, "I can just go
back, clear my cookies," blah, blah, blah. What we do is we hard code the date. What
we do is we give every prospect the opportunity to get a payment plan for four days.
It's a four-day special offer for a payment plan.

What we do is we hard code the date in their record. That means that let's say
yesterday, they got this e-mail and they still didn't respond, they're not a buyer. The
next day now, they get this e-mail about the payment plan. Now, today is the fourth
and so what we do is we would say ... We would hard code the date with let's just say
at midnight of the eighth. That's AM, midnight of the eighth is when this expires.

In the e-mail, it will say, "You have up until 11:59 PM on June 7th to get this."
Send them to a page that has the countdown timer that is appropriate for them and
has the date on the page. The next day, it will say same thing, the eighth, only
whatever, two days left, blah, blah, blah. Boom! Countdown timer still counting
down. Over here, you got whatever, one day left, boom! One day left.

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Now, here's the thing. Now, let's say they go and they clear their cookies on
their browser or whatever, and they try to go back to this page. It will not allow them
to go back. If they access it on their mobile device, if they access it on an iPad, if
they go to a different computer, different browser, it doesn't matter because it's
actually hard coded in their record, and the link pulls that data from their record.

Again, you can see why it's beyond the scope of this particular training. The
thing that I wanted to share with you, Michael was that ... The thing that I want you
to understand is that prospects who don't buy will get all these e-mails in the proper
time. Every prospect who doesn't buy, who goes through the intensification sequence
and they don't buy, they'll still get a four-day payment plan opportunity. That might
be eight days or let's call it, eight days into the funnel. It could be nine days for some.
It could be 10 days for some. It could be 13 days for others. It all depends on their
behavior and engagement throughout the funnel when that gets triggered, when it
begins and when it ends. That's how we do that.

Now, very quickly just because we've got I think four, I can't remember, four
other advanced intelligence tactics to share with you, and I still want to give you the
example from ... I just want to show you a quick screenshot from our CRM is let's say,
you've got ... How do you use this or how can you use this when you've got a squeeze
page and it goes to a single VSL, a single Video Sales Letter?

One of the things that you can do, and again, I'm just sharing ... I'm going
above and beyond behavioral-triggered e-mail sequencing just so that you could
expand your thinking. A lot of what I shared with you is well-beyond behavioral-
triggered e-mail sequencing. One of the things that we can then do ... Now, let's say
this is your ... Let's call this, this is your entire marketing and sales vehicle. You've got
... Meaning that up to this point of the VSL, this is the marketing, and then at this
point, this is the selling. This is the last 25% of the VSL; this is the first 75% and we're
doing all the things. We're establishing all the sub-beliefs leading all the way to the
thesis, and then we make the offer, all in one single VSL.

One of the things that you can very easily do is you can have three different
segments that prospects go in based on their behavior on this page. For example, we
could say something like ... Let's say, we could do this. We could say, less than 25%, if
they've watched less than 25% of the video, put them in this mini sequence. If they've
watched anywhere from 26% to 50%, put them in this mini sequence.

This is a thing that you can very easily do with Active Campaign, with
InfusionSoft, with Ontraport. You can even work some magic with AWeber and AW Pro
Tools. Then another sequence, 51% to 75% goes in this sequence. Then anything over,
let's say, anything greater than 75%, you would put them in this sequence.

Now, the question is, "Why would you do this? What's the value as a marketer
for doing this? What's the value?" Let's look for a second. What should come next after
this? The person who watch less than 25%, we're going to follow up with them and
we're going to be talking about all the things that they missed out on in the rest of

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the video. We're not going to say, "Hey, you missed out on this," necessarily, but we're
going to be highlighting things that they're going to learn if they go back to the video.

Of course, this is where you want to use resumable video, so they can pick up
where they left off. We're going to be sending them back here to pick up where they
left off. In here, we're going to be talking about the same thing, except, we're going
to be talking about different content later on in the sequence. We're going to be
sending them back to the video. The same thing over here. Over here, we might be
talking about the special offer that we put together that they didn't get the
opportunity to see the special offer over here.

Now, what about these people that let's say saw the offer? They saw the offer.
We're not going to simply send them back here. These people, we're going to follow
up with and we may immediately begin the intensification sequence. We might
immediately drop a case study over here. Then we might add a bonus, then we might
drop another case study, et cetera. Why? Because look, if somebody sat through the
sales presentation, think about if you are selling vehicles, if you are selling cars or
something like that, if somebody sat through this sales presentation and didn't buy,
you're not going to try to get them to sit through the sales presentation again. You're
going to give them different reasons for responding. You're going to intensify that
process.

If somebody got up in the middle of a presentation and had to leave, we're not
going to immediately go into intensifying the offer because they haven't even seen the
offer. They haven't even seen all the reasons to buy. If somebody only had 10 minutes
at a dealership and they weren't able to test drive the car, the salesperson would
follow up with them to get them to come back and pick up where they left off, come
back and take this car for a test drive.

If they've already test driven the car and they had to leave, now the
salesperson might say, "Hey, come on back because we have an unbelievable special
offer going on right now for the vehicle that you like." If they did test drive the
vehicle and they did see the special offer, now we're going to give them additional
reasons to buy. That's why you segment. There are a variety of different tools that you
can use to do this. It depends totally on the e-mail autoresponder system or the CRM
that you are using.

Let me show you just a screenshot from the beginning of one of our funnels
over here. This is of course, inside of InfusionSoft. We've got somebody opts in. You
could see this is the same. This is that squeeze page over here. Then they go into the
video one mini sequence. The moment that if they watch, you could see all these
arrows, I'll explain this in a second. It looks a lot more complex than what it really is.

If they click the link in any of these e-mails, boom! They watch video one, they
go into the video two sequence. The moment that they do that, if they click the
button at the end of video one to go watch video two, remember, we're bypassing
this. If they click that button right here and they go ... We apply the ... This is just

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saying we applied the tag, and then they go into the video three sequence. The same
thing though. It continues.

If they don't click the link in here and they don't click the button at the end, if
they don't click the link to go watch video one ... Let me do this. If they don't click
the link to go watch video one, that means they didn't watch video one, that also
means they didn't click the button to go watch video two because they would have to
click one of these to go.

What happens is in this particular funnel, we just move them to the next
sequence. In here, in this particular funnel, there is no dual path. What happens is
same thing now. Over here is we do the same exact thing for them. Watch, boom,
boom, and so on. The only other thing that I'll share with you is because I'm going to
show you this in just a few minutes is over here, if they go this page, if they go to this
page, and they leave and they don't opt in, what we do is we retarget them. I'm going
to show you internal funnel retargeting in just a second and external.

We drive them back to this page. This is a different page. This as you could see
is a reverse squeeze page where they actually get to watch video one. They get to
watch video one, and then if they want the other three videos in the sequence, they
opt in, and when they do, they then get dropped into the followup for the next day
for video two. They bypass this all together because they watched video one on this
page. That's what got them to opt in. Hopefully, that make sense and then all the way
to the right is the intensification sequence, and then all the way beyond that is the
payment plan and so on.

Let's go to number two. Really quick, Tom asks, "Wistia send a tag to
InfusionSoft based on the amount of the video they watched. Have never been able to
figure out how to do this." You can do it with Wistia but you need a tool. One of the
things, Tom, that you should look into is there's a couple of different ways that you
can do it. You can do it with an application like I think it's Fuzed App, fuzedapp.com.
You can also do it with something called PlusThis. They both will allow you to apply a
tag to somebody based on the percentage of the video viewed. That's how you would
do that, Tom. Chris said, "This makes so much sense and it is a light bulb moment.
Very cool." Awesome. You're very welcome, guys.

Internal funnel retargeting. Let me do this. Let me differentiate for one second
the difference between what I call funnel retargeting and simply retargeting. What
the typical marketer does is let's say this. This is the squeeze page, and this is the
squeeze page, and then let's say there's whatever. There's a whole funnel of activities
here and let's say this is the sales video just for argument sake. This is the fourth
video.

What the typical marketer does with traditional retargeting, whether it's
external or internal; most don't do any internal just because they don't know how. You
guys now know how from our prior session but is they will only retarget in two places.
If somebody comes to the opt in page and bounce, they will retarget them. We're

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retargeting, let's call it non-opt ins. The other place is if somebody does opt in, they
do opt in but they don't buy. They will retarget them and that is they'll retarget a non-
buyer. They have two simple retargeting: non-opt in and non-buyer.

The reality is that today, what we can do with internal and external and they're
very similar. The way you set them up is slightly different but the principle is virtually
identical that we have the ability to leverage an entirely different channel of
communication with prospects. The same way you would communicate with prospects
as they move through the funnel, you're sending them an e-mail about video one, and
you're sending them an e-mail about video two, and an e-mail about video three, and
an e-mail about video four, and so on basically segmenting them.

Saying, when somebody opts in, we're going to send them an e-mail. We're
going to send them an e-mail about video one. If they've watched video one, we're
going to send them an e-mail about video two. That's a different segment. Then we're
going to send them an e-mail about video three, that's another segment. Video four,
that's another segment. Then we've got a non-buyer, that's another segment. We can
really say as you're about to see an order form abandoned. There's really what we
would call a non-buyer. They never click the button.

Then we've got an order form abandoned, that's another segment. Then we've
got, they did not know on upsell let's say number one, that's another segment. No on
upsell number two, that could be another segment. Meaning that, a no on upsell
number two means they took upsell number one but not upsell number two. Then we
could have a buyer who took both. Yes. These are the different segments that we
could communicate with somebody via an e-mail sequence.

We're able to do the same exact thing with our external and internal funnel
retargeting. Let me give you an example of that. This differs based on the type of
funnel that you are using. Number one for internal funnel retargeting, non-opt ins.
Those are people that landed on the opt in page let's say for a funnel and didn't opt
in. Then this one is optional. This one is saying, if you are using a single VSL, let's say,
let's say they opted in and let's say then you brought them ... Hypothetically, just for
this example, you brought them to a thank you page. That was like, "Hey, go check
your e-mail for confirmation," if you're using let's say a double opt in.

Then so you got people that didn't opt in and then you've got people, these
people have opted in but let's say, they don't click the link to go watch the VSL. Then
we've got a non-buyer. That's somebody who opted in, who did watch the sales
message. They did watch the video or did go to the video but they didn't buy. Then
we've got the ... That means they went and they watched the VSL and they never
click the Add To Cart button.

Then we've got the next segment which is they did opt in, they did watch the
video, they did click the Add To Cart button, but they did not buy. That is the order
form abandoned. Then we've got let's say somebody who did opt in, they did watch
the VSL, they did click the button, they did complete the order form, but they did not

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take advantage of upsell number one. Then maybe we've got somebody who did opt
in, did watch the VSL, did click the Add to Cart button, did complete the order form,
did buy upsell number one, but did not buy upsell number two. Then we've got ... This
is the individual who opted in, watched the VSL, clicked the button, filled out the
order form, took advantage of upsell one and two, this is a buyer.

Now, we have the ability to not only follow up with these individuals via e-mail
and have a full-blown sequence with of course, not with the opt in, but now, we can
internally retarget them on your site, so that if they do let's say come back and look
at your blog, read an article or something like that, but they just didn't opt in to this
particular funnel, we have the ability to display a different sidebar image.

what I'm going to show you how to do and show you how simple it is to do this
is what I want you to imagine is that there is a different sidebar image that is
displayed based on the segment that they're in. If they are in segment one, that
banner would be displayed. If they're in segment 1A, this banner would be displayed
and not this one. Only one banner would be displayed at any given point. If they're in
segment two, the segment two banner would be displayed. All bringing them back to
the point that they need to go to.

In this case, for segment number one, we'd have a banner in your sidebar that
brought them to in the case of the example that I showed you, the reverse squeeze.
For banner 1A, if they were in this segment, we're going to bring them to the actual
VSL. For this banner, for banner number two, the non-buyer, we might bring them
back to a page, and again, tie in the marketing intelligence, the dynamic offer
stacking that I taught you in session number two.

If you need to go back and rewatch that session, rewatch that session where
we're stacking on another bonus, et cetera. If they abandon the order form, we have
banner three that brings them back to the order form to complete it. We can even
add a little bit of intelligence on the order form depending on the type of order form
that you're using, and so on and so forth throughout this entire process.

How does it work inside of your Visitor Logic Pro? It's actually very simple. It
uses two different combinations. Number one, it uses the cookies tab in Visitor Logic
Pro. You would create ... Basically, what you do is you create a logic block, a logic
block for each segment, a logic block for each segment. You got these segments right
here. You would create a logic block for segment one, for segment 1A, two. In essence
in this, if this was your model, you would have seven different logic blocks that you'd
create one at a time. Each one would be created under the cookies section.

Another thing that I want you to see is the way you do this is based on pages
visited. You might have over here, instead of these, you would have opt in page. You
would have the VSL page. You would have the order form. You might have the upsell
one page, and so on. It's all based on pages that they have visited. The way that this
works is if they visited the ... Now, let me ... The easiest way for me to explain this

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to you is then over here ... Now, I want you to ... I took this screenshot on purpose. I
want you to see something.

In the last session, in the last Master Class session, I showed you how you can
have banners displayed based on the content. The thing that I want you to see is that
you can have more than one Logic Pro widget. I left this widget, the one that we did
in the last session right in the sidebar. At the top, above that, and I just named it just
for you to see, I said, "This is internal funnel retargeting," because in this widget, we
could have the intelligence that's displaying multiple banners based on the content
that they're looking at, based on the propose that they're looking at on the blog.

In this particular ... for this on Logic Pro widget, we're only going to display one
banner at a time, and it's going to be based on what stage in the funnel they're in.
The thing that I want to show you, I just want to remind you one more time just to
get this, you're going to create a different logic block for each segment. It's going to
be based on a page that they've viewed. You know for example, if somebody viewed
the sales page, that means that they opted in. If somebody visited the order form
page, you know that they clicked on it. If they visited the upsell one page, you know
that they completed the order. It's based on page that they have visited.

Now, here's the way this works and I want you to understand this. You start with
the last page in the sequence. In essence, logic block number one becomes the
segment six logic block. Then logic block two over here is ... and I'll explain why in a
second. This is segment five, segment four, segment three, segment two, segment 1A,
and then segment one. The reason why is because ... and this is just awesome
because a Visitor Logic Pro will only display one at a time and it will check one at a
time to see if the logic applies.

If they haven't visited this page because let's say they just opted in, they just
opted in and they didn't buy yet, so obviously, they're not in segment six; it will
bypass this and it will check the logic tied to this banner, segment five. It will say,
"Oh, no. They don't meet that. No, they don't meet that. No, they don't meet that.
No, they don't meet that. Oh, do they meet this? Yes." It will display this because they
only visited the ... They didn't see the VSL.

You see how it will just go down one at a time and it will check to see what
logic applies, and because we have this set at one, it will only apply that one ... It
will only show that one banner. As they go deeper into the sequence, it will spot the
logic early on. It might say, "Boom! This applies," and so it will display this banner.

That's how internal ... You could play around with this and you'll see, it's just so
sweet. Again, under cookies, based on pages that they visited, and then you go in the
reverse order. You start with the deepest page at the top.

Now, let me show you how this works with external funnel retargeting. We
already talked about the typical approach to retargeting. I want to show you now how
we can tie in and coordinate, integrate if you will, the external funnel retargeting.

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Let's look at Facebook for a second. If you're brand new to external retargeting or
retargeting with Facebook, I just want to very quickly walk you through how you do
this.

When you log in to your account, you're going to see that ... You're going to
click on Audiences. When you go to the Ads Manager. You log in to Facebook, you'll see
Ads Manager, then you come to Ads Manager and you click on Audiences. Then you'll
see this. The thing that you want to do is you want to click on Create Audience, then
you want to click on Custom Audience. Then once you click on Custom Audience, this
box will pop up. You want to click on Website Traffic. Then it comes to this.

Now, the thing that I want you to see is this is where all the magic happens
when it comes to retargeting. This is awesome because this is so freaking insanely
simple to do this. Then we're going to start by saying ... We're going to click on this
link right here, this drop down and you'll see that these options appear. When we're
setting up a custom audience, we want to choose this one right here, people visiting
specific web pages but not others. You can see why because we're going to say for
example, in this case we're going to say, people that visited the opt in page but they
let's say did not visit the VSL page.

We know that if they visited the opt in page but not the VSL page, they did not
opt in because if they opted in, let's say if we brought them straight to the VSL in this
example, they would have reached this page. By saying they came here but did not go
here, we know that that is non-opt ins. This is how we do it, the people visiting
specific pages but not others.

When you click on that, it will open up, it will expand. Right in here, you could
see that it says, "Include people who visit any web page that meets the following rules
but exclude the people for these web pages. Include this, exclude this." In the case of
the example that I just told you, the opt in, let's say the opt in, the opt in URL would
go right here, and the VSL, we don't want to ... If they visited the VSL, that means
they opted in. In this case, we just want to create a custom audience real quick of
people that didn't opt in. This is the VSL URL. That's the VSL URL.

Then you would name this. In this case, we would say this is non-opt ins. This is
non-opt ins right here. Then we would click Create Audience. Now, when you click
Create Audience, you're going to get one piece of code, and what you want to do is
you want to put this on every web page in the funnel. Really, what you want to do is
you just want to put this on every page on your website. If you're using WordPress,
there are free plug-ins that you can use where you just paste this in one and it will
go, and it will be put on every single web page. For this, this code goes on every
single web page on your site, every single web page.

Now, once you've done that, you do that once, you never have to do it again.
You only paste that code on once. I'll teach you this really quick. There are two types
of pixels or code inside of Facebook. There's two types of pixels. There is the Custom

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Audience pixel, this right here, this piece of code, and then there is the Conversion.
This is Conversion pixel.

Now, I'm not going to get into the Conversion pixel because it's not a course on
Facebook advertising. What I will tell you is that there is a different conversion code
that you will get from Facebook for each different conversion that you want to track.
If you are running Facebook Ads and you want to track what is it costing you to
generate an opt in, or what is it costing you to generate a sale, or how many sales are
being generated. That's the Conversion pixel.

For the Custom Audience pixel, you only get one for your account. That's this
code right here, and it's this number over here in this example that is tied to your
account. You only need to paste this on once and then you can create unlimited
custom audiences. Once you paste that into your site once, now we can begin to do
the external funnel retargeting. Same list that you saw with let's say ... Same list that
you saw before with the internal funnel retargeting. Except now, the only difference
is that we set up a different custom audience for each segment.

Before, with the internal funnel retargeting, we have a banner for each
segment, and we have a different Visitor Logic Pro logic block for each segment. Now
with external funnel retargeting, we have a different custom audience for each
segment. Here's the way it works. Again, for ... Let's do this actually. For non-opt ins,
for segment number one, what we do is like I said, we put the URL of the opt in page
here and we put the URL to include, and we put the URL to exclude for the VSL, and
this becomes segment number one non-opt in. That's what we name it.

Then we will do the same thing. We'll create a second audience. This will be ...
Let's call this ... Let's just look really quick and let's say that this is non-buyer. That's
somebody who now what we'll say is in this case if we wanted to, we could say that
this is they saw the VSL but maybe let's say they didn't see the order form or for many
of you to keep it real simple, they didn't see upsell number one because the only way
that they'd see upsell number one is if they went to the order form and completed the
order form.

If they go to the order form, like if you're using an order processing where you
don't have ... you can't put code on the order form or something like that, then this is
the way you do it. You put in the URL, you'd say, "These are the people now that
visited the VSL. They visited this URL but they did not visit the URL for upsell number
one." These are what we would call non-buyers. These are people who didn't buy.

Now, we could create another audience that says they did see upsell number
one, but maybe they didn't see upsell number two. We know that these are buyers but
they did not take advantage none one upsell. All you're doing is once you've installed
that code once, you're able to create an unlimited number of custom audiences in
here. That's the entire process.

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Now, once you've created the custom audiences, then all you're doing is you're
running an ad inside of Facebook based on ... and the audience, the people that
you're targeting is the custom audience, meaning that when you go to create an ad
inside of Facebook, they'll say, "Who do you want to target?" There'll be a section that
just says, "Custom Audience" and there's a drop down. Then you'll see non-opt ins,
non-buyers, buyers non-upsell. You'll able to target those specific custom audiences.

The cool thing for those of you that haven't done retargeting is that it's
updated. It updates automatically for you. In other words, it's very possible that
somebody could be in one custom audience today and then dynamically get removed
from that custom audience and be put into another custom audience the next day
based on an action that they've taken.

If they do buy the next day, then they're removed from the non-buyer custom
audience, and now they're in the buyers non-upsell one if they didn't take upsell
number one, for example. It all happens dynamically for you.

I just want to show you very quickly two different examples of retargeting ads
based on behavior, based on where they're at in the funnel. This one you could see
right here is a retargeting ad for non-opt ins. This is it. When somebody goes to the
opt in page, in this case for the Six-Figure Funnel Formula, you could see that it says,
"Don't miss this. Watch the entire video number one training now. No opt in required."
Watch the video one training and it says, no opt in required, no opt in required
because when they click on this, they go to the reverse squeeze page, and they can
watch video one.

Once they opt in, once they opt in, and then they go to let's say, with the
example that I just gave you, the VSL, they will not see this anymore. They are
dynamically removed from this sequence. Over here, you could see an example of ...
It's a terrible picture of me but you could see an example of a retargeting ad that gets
triggered when somebody is in the let's say, the intensification sequence and we're
now using dynamic bonus stacking. You could see, "Hey, it's Todd Brown. Wanted to
thank you for going through my four-part Master Class. If you'd like to start up ..." I
just added an extra special limited time bonus to the program. Get the limited time
new bonus.

These are both retargeting ads. Once somebody buys, they won't see this or
this obviously, anymore. Very, very easy to do. Again, because it works off of pages,
because it's working off of page visits, what happens is that automatically, the
internal and external funnel retargeting is integrated, if you will. It's not formally
integrated, but again, when somebody visits a particular page, the internal funnel
retargeting will change as will the external funnel retargeting. It will change both
dynamically on the fly.

The next one that I want to talk about is order form abandonment recapturing.
This is a lot less about intelligence, and a lot more about ... I'm going to show you two
different ways that you can do this. The first way is without any intelligence. The

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second way is a lot more complex. For most of you, I'm going to recommend that you
use the first way. The first way is simple. It's just with a two-step checkout process.

When somebody clicks the Add To Cart button, they come to this page first.
They fill up their first name, last name, e-mail address, phone. Click on step two, and
then they would go to the second step where they enter their credit card. This is an
example from my buddy, Chris Brisson over at Call Loop. The thing that ... Just as a
quick aside of what makes this really, really good is this right here.

Certainly, if we get their e-mail address in here, see, what we can do is inside
of AWeber, Ontraport, Active Campaign, InfusionSoft, whatever, what we can do is we
can call this ... We can say that this is order form one, and order form two is the
credit card. What we can do order form two is the payment details. The simplest way
to do this is this is a simple web form. This will be a web form in AWeber or Ontraport
or whatever. This could be a MailChimp, whatever. It doesn't matter.

If they fill out order form one but they don't fill out order form two, we know
that it's abandoned. In other words, they did not complete their purchase. We're going
to trigger a followup sequence that sends them back to order form two to complete
their transaction. That's the difference between the two. The beauty is that there is
for all of you, I'll tell you right now, there is money being left on the table if you don't
have somebody calling your abandons. This works when you use this two-step process.
That's the benefit of using a two-step process.

I'm going to show you a second way where you're not using a two-step process,
but the benefit is that you don't need to have prospects do this. The big downside is
that you don't get this. I'll tell you that there is money left on the table. You would
not believe the abandonment rate that you have until you see this. There is a mass of
chunk of change that you're leaving on the table if you're not collecting the phone in
this first step. You could pay somebody to call them and give them a percentage of
the money that they collect. This person will more than pay for themselves in the
very first month that you have them.

This is the simple way to do it that you can do without any real intelligence but
just by putting this in place. The second way is this was a screenshot ... The second
way is definitely a bit more complicated. I'm just going to explain to you the way this
works. This is not something that you guys would do on your own but you would pay
somebody a few bucks, 25 bucks to do this for you. You can let them watch this video
to understand how it works.

Basically, the way this works is let's say that this is the Add To Cart button
below a VSL. We've got a squeeze page and somebody opts in over here, and then
they come right to this VSL right here, and this is the button below the VSL. The way
this works is this is actually, believe it or not, this is actually, this button right here is
actually really a submit button for a web form, but the web form happens to have the
fields hidden.

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Imagine that you have a web form from AWeber for example, on this page for
somebody to enter their e-mail address right here. What we're able to do and this is
so simple, it really is simple but what we're able to do is when somebody submits this
web form to opt in right here, and we bring them to the VSL, what you would see is at
the end of the URL, at the end of the URL .com, right her is their URL, there would be
information in the query string, if you will. I don't want to get too complicated here.
There's information.

That information then automatically populates their e-mail address in this field
right here. What we do is we have this field set as hidden, so they don't actually see
it. What they see instead is just this button and it looks like a simple Add To Cart
button. Really, when they press this button, when they click this button right here,
they're really submitting this web form. To us, this web form is just like this. It tells us
that over here, it tells us that they just submitted order form one.

Now, we know that if they don't complete their order, if they don't actually
complete the order form, we know that they're an abandon. Now, we're able to follow
up with them. We have an e-mail sequence that is able to go out. The negative is that
we don't get the phone number. Now, what I will tell you that just to really stack this
on and really send you over the edge for a minute us what we're going to be testing is
we're going to be testing over the coming weeks, and I'll certainly update you guys
once this is done even if it's after the Smart Funnel Formula Training Program is we're
going to test both of these.

What we're going to test is ... This is squeeze, over here, squeeze page to VSL
page right here with an Add To Cart button. This is going to become ... We're going to
call this Add To Cart. If they don't now fill out order form one, we know that they
abandoned even on this. We know that they abandoned even right here. This is going
to be one followup, but if they do fill out this form, they get removed from this, and
then of course, now we're looking for order form two, if they fill this out. You can see,
we're going to monitor it. This way if they abandon at any point in the process, we are
able to follow up with them. That is the order form abandonment recapturing.

The last thing that we're going to talk about tonight is the intelligence second
chance offer sequence. There are two ... and I'm going to explain what the second
chance offer sequence is. It's something that I teach in detail in the Six-Figure Funnel
Formula Training Program as part of that funnel model. The second chance offer
sequence is composed of two things. One, the internal retargeting which we already
talked about. We talked about the ability to if somebody's a buyer but they didn't take
advantage of upsell number one, we can have a banner ad displayed in your sidebar
that leads them back to take advantage of the upsell offer that they didn't take
advantage of.

The second component of the second chance offer sequence is the e-mail
sequence. We already said the internal retargeting works. I showed you this already.
Now, let me explain to you the way a second chance offer sequence works, and hang

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with me here because you'll see how simple this is. This is an example of the Six-
Figure Funnel Formula map of the actual funnel model.

Now, the first thing that I want you to understand or I want you to see is that
this right here is we call this the transaction maximization sequence. It's a specific
type of "upsell sequence" even though it uses more of an add-on. It's not really an
upsell sequence. Here's the thing that I want you to understand. Number one, the
idea of making a one-time offer, an offer that somebody will only see once. If you do
that, you are leaving money on the table. Let me just take a drink real quick. I'm
going to come back in just a few minutes and answer questions, but I want to get
through this for you.

If you're making a one-time offer, if these offers are one-time offers, you are
leaving a tremendous amount of money on the table because understand that if this is
a new customer who has never ... They just bought a product, haven't dove yet, they
didn't dive in yet, and they don't know that you deliver the goods, that fill in your
promises, et cetera. If you're presenting this one-time offer, you're presenting it to
somebody who's got almost the lowest level of trust of all of your customers. Instead,
we present a special offer, but it's not a one-time only offer. We don't say things like,
"You'll never see this again."

First of all, I just think that's a terrible way to start off a relationship with a
customer by saying, "Hey, here's an offer. You got to get it now. If you don't get it now,
I'm never going to show it to you again. You'll never have a chance to get it again." It
just feels icky and feels high pressure. Making a special offer that they can benefit
from and showing them the reasons why it's beneficial to them, that's an all together
different thing.

I'm not going to get into the specifics of the offers because that's not what this
is about. The thing that I want you to understand is let's say somebody takes
advantage of the main product. They buy the main product, and now, they go to the
order form which is over here, and then they go the first upsell offer. Let's say ... Let's
just keep things real simple and let's say they bail. The thing that I want you to
understand is that number one, because they bought this product, they get put into
the customer thank you sequence; this is the consumption sequence to get them to
consume the product.

If you're in the information marketing business, consumption is a key part of

your long-term customer value because people that consume, reap the benefits. If
they reap the benefits, they're going to be a lot more likely to want more value from
you. This is a sequence that they get that's all about the product, thanking them, and
so on. This is the consumption. They get a ... This is the main thank you message.

What happens is because they skipped this offer, what happens is very simply is
48 hours later, we give them the opportunity, we give them a second chance to get
this. Then if they take advantage of this, then they go into the thank you sequence
for that particular offer, then they're going to get an opportunity to take advantage of

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the next offer. What happens though is that you want to start them where they left
off. That just means that let's say they did buy this.

Let me do it like this. Let's say they bought this and they bought this. What
happens is boom, they get put in here. They're going to get put in here as long as they
buy. They're going to get the thank you e-mail. This is one e-mail. This is a sequence;
this is an e-mail. They get the thank you e-mail, but they're not going to get this
because they bought this. Let's say they bought this as well. They're going to get the
the thank you e-mail for this product, but they're not going to get this because they
already bought it. So they don't need a second chance.

Now, let's say they didn't buy this. What happens is they get the thank you e-
mail for this, but now, they're going to get a second chance for this. If they take
advantage of this offer during the second chance, they get the thank you e-mail, and
then they're going to get the opportunity to take advantage of this offer. We'll
automatically start where they left off.

You see how it's got intelligence built in? You could have the banners displayed.
In this case, there would be a banner displayed for the mid-tier offer in the sidebar,
but there is a sequence that is triggered. This is something that I teach clients how to
do inside of AWeber, this whole thing. The point is not to teach you this whole thing,
but the point is so that you understand the second chance offer and how to do it with
intelligence. Meaning that it will pick up where they left off in the sequence.

Let me see what questions it is that you guys have. Okay. I answered that from
Michael. Nikolai asks, "Hi, Todd. Do you normally have the same sequence length for
non-engaged or more, say send them two times a day with varying benefits using
Gain-Logic-Fear or some other sequence variations?" I don't think there's a right
answer for that. I don't think there's one particular answer, Nikolai. Typically what I
do, and this is a rule of thumb that I tend to follow, and it's not as black and white as
a real rule, but when I don't have anything new or different to say, when all I'd be
doing is simply hammering the same message over and over, that's when I'm done with
that followup sequence.

If there's a particular video and there are five different things that I could say
about that video, five different reasons why they want to watch it, five different
main benefits, five different elements that they're going to get, I'll send those five. If
I only have three different things to talk about, I'm not going to send them five e-
mails because all I would be doing is repeating myself and hammering them over the
head. That's the same way that I look at funnel length.

When people ask me all the time, I get asked questions all the time about this
idea of, "Well, how many steps should I have in my funnel? At what point should I end
the funnel? Let's say somebody hasn't bought, when do I stop communicating with
them in that particular funnel about that particular product?" When you don't have
anything new to say to them, when you've rolled out the payment plan, when you've
rolled out the extra bonuses, when you've rolled out the case studies, when you've

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rolled out the payment plan, whatever, when you've rolled out all of the reasons and
you have nothing new to say and all you'd really be saying is, "Why aren't you buying?
Buy my stuff now," that's when it's time to end that funnel.

If you have something new and different to say, you can continue going because
you have something new and different to say. That's why I teach client that, "You can
implement a webinar. You can implement a teleseminar. You could have a direct mail
piece." If you have different reasons to communicate with the prospects, then go
ahead and communicate with them. When you've run out and you no longer have
anything new or different to say, then it's time to move on.

Cool. Let me see. Some great stuff. Cool. Cool. Cool. "Will browser extensions
like Ghostery skew the tracking pixel?" It will certainly skew. It won't skew ...
Typically, those plug-ins, because I've got Ghostery on one of our browsers, one of our
computers, it will show you the pixels that are installed. Now look, if somebody's got
a plug-in or an extension in their browser to block pixels and cookies, there's nothing
that you can do about that. You won't be able to do any of the cookie-based, pixel-
based tracking and that's massive. Hopefully, that answers the question there.

Let me see. Question about the URL-based audiences, "What if the qualifying
process happens inside a pop over? Is there a way to shoot a pixel without physically
switching over to a thank you URL or another page URL for that matter?" I'm not sure.
Give me an example, Nikolai of what you mean by the ... Okay, he's funny. Follow up
that. "Example, to track people that clicked the opt in banner but did not opt in
because if they didn't even click the opt in form, in my case, I don't even want to
retarget them. I am interested in a person clicking on a particular pop overs on my
page. Request forms for example."

I think what you are asking, Nikolai is somebody comes to an opt in and you
have a two-step opt in where they click the button and then the opt in form appears.
You don't want to retarget the people that just landed on the page. You only want to
retarget the people that clicked the button and triggered the opt in form, and then
abandon. Is that what you're asking? If that's what's you're asking, yes. The answer
is ... Again, I'm not an expert at this, so I will get a definitive answer for you and I'll
share it with you if it's different from the answer that I'm about to give you but no, I
do not know of a way that you can do that for external retargeting.

There is a way that we can probably do it with internal retargeting using Visitor
Logic Pro because you can create a different ... Let me go back for one second and
show you how I would potentially do this. What I would test and this is ... I've never
tested this, Nikolai, so I'm not sure if this would work, but I believe that it would work
is what I would do is I would use the offsite tracking pixel onsite.

What I would do is I would take this pixel and I would ... I'm not sure. I don't
know what I would try. I don't know if this will work. There's definitely a way to do it.
I don't want to get too complicated, too complex with this, but I would embed this
pixel in the opt in, in the pop up box. There's a way that if it doesn't work out, if it

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doesn't work with something like OptimizePress, what probably has to be done is the
pop up box would need to be an iframe, meaning that it's actually pulling from a
different URL. Then you can have this tracking pixel right on that pop up, and then
you'd be able to do it internally.

Maybe actually, if you did it with an iframe, you would also be able to do it
externally to tell you the truth because you could because you'd have ... You
absolutely could do it that way. You would then have the URL of the iframe page.
That's what would go in here. Kind of a complex question or a complex answer, excuse
me, but a good question nonetheless.

Dave, Dave asks, "Doesn't asking for phone number increase abandonment?" It
will definitely increase or it will decrease opt in if you ask for phone number on the
opt in form, but no. We ask for phone number on all of our order forms. That's
typically expected when it comes to ordering a product.

Let me see. Chris asks or Chris had thought, "I was on a cart this week. I was on
a cart this week, Todd, that I didn't even submit but had entered my e-mail address
and then abandon. They must save on the fly. They sent me an abandon e-mail and it
was the fourth one with a coupon code. I ended up buying. Just another thing for you
to look into." Wait a second, "I was on a cart this week, Todd, that I didn't even submit
but had entered my e-mail address." Chris, I'm curious. At no point did you opt in? At
some point, they had to be able to collect your e-mail address. There's a lot of super
advanced ...

I'll tell you there are some super advanced CRM systems that allow you to do
some crazy stuff, but for most people in this training, some of those are a little bit
too expensive like HubSpot, allows you to do some wild, wild things. Yeah, that's cool,
Chris.

Let me see here. Cool. Nikolai said ... Hang on one second. Very cool. Susan
says, "Just so I understand, the banner ads are on your blogs so the viewer sees it
when you drive them to your site. Is that right?" Yeah, that's correct when you are
using internal retargeting. When you're using external retargeting, obviously, it's on a
third party site.

What I just showed you how to do with the external funnel retargeting is simply
how to use Facebook. Keep in mind that that same exact process applies if you waned
to use external funnel retargeting on third party websites. You would just use a
company like AdRoll or Perfect Audience, but it works the same exact way. Inside of
Perfect Audience or AdRoll, you would say, "Create an audience of people that visited
this URL but not this URL." Then you'd upload a banner that gets displayed for that
audience, and then they would do that for you on third party sites like on Huffington
Post, on Dictionary.com, et cetera. What I just showed you was how to quickly do it
inside of Facebook but the process is the same.

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Tom said, "You cleared up a big confusion I had with Facebook pixels. Thanks.
Did not realize that there was only one pixel per ad account. That makes it much
easier to use." It does. Let me just clarify one more time for everybody. There are two
different types of pixels inside of Facebook. There is the conversion pixel and then
there is the ... I said, there's the Conversion pixel and then there is the Custom
Audience pixel.

With the Custom Audience pixel, it is one pixel that goes across your entire
website. Once you've got that on your website, you never need to install it ever again.
The Conversion pixel is based on its conversion specific. Meaning, let's say you wanted
to run an ad on Facebook. This is a Facebook ad right here and you wanted to run a
Facebook ad to a squeeze page and that brought people to a VSL page. You ran the
Facebook ad and you had the Facebook ad optimized for opt ins. Meaning, you wanted
to optimize the ad so that it's shown to people who are most likely to hit this page
and then opt in.

What happens is inside of Facebook, the Ads Manager, you create a Conversion
pixel that is, let's call this Funnel A, and we would create a Conversion pixel that we
call Funnel A opt in, Funnel A opt in and then they give you a pixel. That specific pixel
then gets put right on this page. That's the only page that this specific pixel gets put
on. If you wanted to let's say ... Now, let's say you've got ... this is the order form,
and let's say, this is upsell number one. We also wanted to track conversions for sales;
we wanted to see how many sales we generated.

What we do is we would create another Conversion pixel. This one we would

call Funnel A sale. Then we would take this Conversion pixel. Let's say right this one is
blue, and we would put that one here because we know that if somebody lands on
this page, they just bought. Whereas, this particular pixel is green. These are specific
to the conversions that you want to track. Whereas, the Custom Audience is just
across your entire site. Hopefully, that make sense. Cool.

"... depending on click banner, one leading." Yup, I got it, Nikolai. Chris said,
"Sorry for my random senses ..." No problem, Chris. Not a problem. "Even across
multiple websites for the audience pixel?" Yes. So, check this out. For example, we've
got ... Check this out, just so that you can see how this works. We've got Marketing
Funnel Automation, our main domain. There's a whole bunch of pages. We've got sub-
domains, the whole nine.

Then let's say for example, we've got the 6FF domain over here with its own
site. We've got the Smart Funnel Formula over here, for example. Even in some cases,
we actually have ... This is OptimizePress. This is OptimizePress. There's a couple of
installs of OptimizePress on here because we've got different WordPress installations.
Then we also have web pages that we power with ClickFunnels. There are certain
pages that we use ClickFunnels for.

It's interesting because and a lot of you probably didn't even notice this. The
Smart Funnel Formula main domain is .com but inside of ClickFunnels for certain one-

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off pages, we use smartfunnelformula.co and we have that domain point to

ClickFunnels. You can take the Custom Audience pixel and you can put it across all
these. It doesn't matter. You put it across all these and it will work for you. Hopefully,
that answers your question.

Michael said, "In section three, you mentioned no opt in required in the
Facebook ad with your nice picture. How is that? Do you ask for the e-mail after they
watched the video or by some Facebook magic you're able to match the watcher of
the video with the previous e-mail?" No. What we do is ... This is exactly how we do
it. Let's do this. We've got our traditional squeeze page over here. We've got a
Facebook ad that sends people to this page.

Now, let's say somebody bounces. They don't opt in. What we then do is we
display that ad that says, "No opt in. Go watch video one." Now, what happens is we
send them back to a reverse squeeze where there's a headline, there is the video right
here, there are a couple of bullets of what they're going to see in the video, there are
Facebook comments below, and there's a button right here that says, "Get the other
three videos." They can watch video one right here. If they want the other three
videos in the series, they opt in. That's how we generate the opt in, Michael.

Roger asks, "Is your formula compatible with the machine?" Yeah. The only
difference ... The only thing that I will tell you ... Ryan's machine, Ryan Deiss'
machine which we actually supported, I supported Ryan. Marketing Funnel Automation
supported Ryan and I think it was either the original launch of the machine. It's a
great program, but there are two aspects of the program that I like but there's one
big aspect that I don't like.

The two aspects that I do like of the machine are I like the breakdown because
it's very similar. The breakdown, meaning you've got the indoctrination, you've got the
engagement. I like the breakdown. It's very similar to the method, the model that we
use at MFA with some slight differences. I like the breakdown of the different types of
e-mail followup sequences.

The second aspect of that program that I like is it's great that Ryan gives 30 or
35 different swipes, different e-mail templates. Great, very easy. I dig that. The
aspect that I don't like is that it's all about for the most part like when the machine,
when he talks about the engagement sequence which is really it is the followup
sequence after somebody opts in, so the engagement sequence is somebody opts in
and now, they get a sequence of e-mails. The machine is really presenting a static
linear e-mail followup sequence.

What we changed or what we do differently and what I'm advising you to do

differently is you can still ... You have the "engagement sequence" and you could still
use the swipes and what not, but you make it behavioral-triggered. It's kind of taking
the machine and taking it up another level. You're still using the engagement
sequence, you could still use some of the swipes that you get, but now, you're using

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behavioral-triggered stuff. You're not simply just sending everybody the same exact e-
mails regardless of what they do or they don't do.

Those days of doing that are just long gone. That's antiquated today. It's this
idea that look, the thing that I want you guys to think about and we'll end with this
and that's the last question is that what would you have a real live salesperson do?
Remember, remember the purpose of the followup. I talked to you guys early on that
the whole purpose of the followup is to maximize consumption of your marketing
message, to maximize consumption of the pieces.

If this was a sales guy, and again, going back to the dealership, the car
salesperson, if somebody came in and didn't take a test drive, the followup is going to
be different than if they did take a test drive but didn't hear the offer. If they did
take the test drive and did hear the offer but didn't buy, it's different. The followup is
based on their behavior. It's conditional.

That's the same way that you want to set up and structure your followup
sequences because that's how you will maximize conversion. Listen to me. That's how
you maximize conversion. You've got to recognize that. I'm going to leave you guys and
gals with this. Don't take these things out of context. You heard me say during session
number one, Master Class session number one that all else being equal, the marketer
that can afford to invest the most to acquire a customer is going to win. It's going to
dominate the game.

This is all about increasing conversions to jack up the amount of money that
you make from the same ad spend. All of this stuff works in combination to allow you
to dominate, to allow you to pump more and more and more and more money into
traffic to grow your company, your customer-based, your tribe and your income bigger
and faster.

Recognize that what the foolish marketer does is look at these things and says,
"Ah! It's not a big deal if I leave this out because I've got the other pieces." Recognize
that it's all of these pieces in combination. No one of these pieces besides let's say the
dynamic VSL, no one of these pieces is going to have a massive monstrosity of an
impact on your overall conversion, but it's all of these things in combination that will
radically increase your conversions and at the end of the day will give you a
significant leg up on your competition.

Very cool. You're very welcome, Roger. Dave said, "Well worth staying up until
1:20 AM for." Awesome. Glad to hear that. That is all she wrote for our Master Class
session number three. Chris said, "This was great." Awesome, Chris. Glad to hear it.
Keep an eye out. Tomorrow, the recording will be put into your training portal. You'll
also be getting now ... You'll be getting, I think the next two Look Over My Shoulder
videos. You're very welcome, Mark.

I love this kind of stuff. This is like, man, this is like this. When you implement,
when you take this and you implement it, even if you don't implement it perfectly,

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this is life-changing stuff. I don't say that lightly. I don't say that lightly. I am a product
of implementation. I'll say it. I am not a ... I say this all the time. Whether I should or
I shouldn't, I say it all the time that I don't bring any intelligence to the game to the
table that each of you don't have, but one thing that got me here is the willingness to
implement based on what I know; not based on what I felt I do know but based on
what I know at any point.

At some stuff, I screwed up, sure but I learn from it and I grew from it as a
marketer and as an entrepreneur. Where the rubber meets the road is not in the
learning; it's in the implementation and execution of what it is that you are learning.
It all comes down to the implementation and execution. Take this. Begin to
implement. Don't wait until you've got it nailed. It doesn't work that way. It's the
chicken or the egg thing that I've taught you. It's all about you'll nail it when you
implement. You'll nail it through the little mistakes, little tweaks that need to be
made. That's the beauty of what we do, that the worst it will ever be is the first time
you implement and execute on it.

Just be an implementer, be an executor, be an action taker. Don't be one of

those marketers, one of those entrepreneurs that sits on the sidelines and waits until
they think they have all the answers. Don't be in this ever-consumption mode of
buying more and more information products. That includes my stuff. Don't buy
anything else from me until you implement this because that's what's in your best
interest. That's what's in your best interest.

I don't want you to buy more and more stuff. I want you to be more and more
successful. That only happens from the implementation and execution. Implement
this, then go on to the next thing that I can give you a value, but be an implementer,
be an action taker, be a doer. No matter how bad, ugly, gross, mistaken it may be
when you initially do it, trust me. That is where even the folks with average
intelligence like myself can make big things happen, can do big things, can achieve
big things.

I hope that that leaves you with a little bit of inspiration tonight, a little bit of
excitement, a little bit of passion. Believe me, listen to me, I'm going to leave you
with this, that I'm going to leave you with this that you can all achieve tremendous
things if you take and you implement what it is that you're learning. The only thing
that will stand in your way is you, is you not implementing, is you doubting every step
of the way, is you questioning whether you know enough to implement. That's
nonsense. That is nonsense.

You've got to act even in the face of doubt. You've got to take steps forward
even in the face of fear that you're not going to do it right or fear that you're going to
make a mistake or fear that you're going to break something. You got to move
forward. I can tell you that that has what has got me to this point. Hard-earned,
action-oriented implementation mistakes that brought me one step closer at a time to
doing it the right way and now, I'm passing it on to you how to do it the right way.
Now, it's up to you to take steps forward.

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Been my pleasure to be with you tonight. Go off. Keep your eye out for more e-
mails and I'll talk to you over the next handful of days, and certainly next week. Take
care all.

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