Red pen in hand. Eyes locked in. We’re about to tear apart an email from one of the biggest marketers in the game, Dan Henry.

This isn’t some random beginner. This is someone who knows how to sell. Someone who has made millions. Which is exactly why this breakdown matters so much.

Because inside this email, there’s powerful psychology, smart positioning, and high-level persuasion. But there’s also one mistake that quietly weakens the whole thing.

Let’s get into it.

Useful Episode Resources

FREE list of the top 10 books to improve your email marketing

If you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here.

Join our FREE Facebook group

If you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.

Try ResponseSuite for $1

This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.

Join The Email Hero Blueprint

Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days). If that's you, then The Email Hero Blueprint is for you.

This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.

Subscribe and review The Email Marketing Show podcast

Thanks so much for tuning into the podcast! If you enjoyed this episode (all about the psychology of marketing and the 9 things we use in all our email campaigns) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.

Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast.

And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know!

00:00.95

Speaker

Instead of building a list full of freeloaders, people who just ignore your emails, wouldn't it be much better if we could just bring in lots of buyers? And we've all been told how to do this for absolutely years. Have a low ticket offer and get people to buy it. But actually, what kind of low ticket offer is working right now when there's so much damn skepticism around? We've all seen it. Self-liquidating offer, what should we do? Well, we're going to find out. and we're going to find out right here, right now, what's working right now to bring you unlimited email subscribers build the biggest list that you could want with people who want to actually buy from you.

00:42.31

Speaker

Hey, welcome to the show. if you haven't already, make sure you hit subscribe. And that means one of these new episodes will pop up in your newsfeed every time I release one a couple of times of week so a couple times a week. Turns out less than half of you who watch these every single week are actually subscribed. And that's a cry in shame. So hit subscribe and that lets me know that you're enjoying this content. But today's not really about me. um Today's about my friend Adam. Hey, Adam. Thanks for joining me the show.

01:05.85

Speaker

I appreciate it. Thanks for having me. It's ah really, really good to see you. We've known each other, of each other, for for quite a while. And it was just really cool to to connect and have a bit of a a chat on the um on the DMs. And we're like, we should do a show together because I know the thing you're brilliant at is you've been running ads to to paid low-ticket offers. And you've seen the landscape of this. change over time from one point you were selling low ticket PDFs now you're doing something different as the landscapes changed and you're doing some amazing things to to build your email list so um yeah let's get into it so you started off um from what I remember you started off it was low ticket PDFs right?

01:49.40

Speaker

Yes yes. Right so and so and do you do any selling of like low ticket PDFs now as your front end or not? I still do a little bit. Yeah. um I call them silly PDFs. You know, that's just kind of a little thing that I um kind of branded. But yes, I still do that. I'm testing something right now. It's kind of like a bundle. But I've also been selling kind of like like custom GPTs or little AI tools as as the front end.

02:15.58

Speaker

gold And that's the okay kind of what I'm moving towards. Love it. Okay, cool. So let's get into this sort of acquisition thing because obviously we we live or die as as online entrepreneurs. We live or die by our ability to have fresh new blood on our email list. a lot of people have stale email lists. So one of the things you're just brilliant at, one of the best at is bringing new people in and that front end thing. So I would love to dig into this funnel that's working for you right now from cold people who've never heard of you before. So Yeah, give us the skinny on that.

02:47.19

Speaker

Yeah, so I got a couple. um It's funny. I was i but but put together a little tool on how I just build offers. I call it the offer wizard, and it's just a custom GPT that I've kind of fed my frameworks and tools and ah different offers and things like that and just sell that on the front end. And that's like the $5 little tool that I launched in November.

03:08.02

Speaker

And then in December, I decided to go like all in and I turned off like every other offer on December 1st and said, you know, I'm going to go all in on this little $5 tool, just total focus on this one offer.

03:20.66

Speaker

um And it did really well in December. And then I got cute and fancy or I tried to get cute and fancy. And I was like, you know what I should probably redesign the sales page. like could it's working but let me redesign the sales page you know when you say it was working what was your conversion rate out of the gate so you launched this five dollar is it a custom gpt is that what it is it is yes yes yes yes so i was paying like nine dollars a customer on a five dollar the five dollar tool and my alb was around 12. um the conversion rate like on organic was like eight or nine percent but of course once i started running ads that dropped down to

03:54.52

Speaker

I think four to 5%. And then once I started running ads to worldwide targeting, that really drops the conversion rate. um But yeah, I was profitable on the front end. And like I said, I tried redesigning the sale. If it ain't broke, don't fix it. But I was trying to fix it or make it look prettier, you know? um And so I'm back down to, you know, I had a realization of let's just get back to what was working. You know, I didn't need to tinker. You know, I like to tinker and break things, you know. um But yeah, so it was it's working really, really well with um just running ads to this little $5 tool.

04:29.50

Speaker

i love it. And so you found that the ugly version or the original version that wasn't super beautiful, that's still like this ah old adage of ugly stuff works. Is the page pretty ugly?

04:40.54

Speaker

no it's no it looked it's it was a white sales page that worked fine no it looked good i built it on lovable uh and then i was like you know i i want the dark i want the masculine i want the sleek looking the black page and so i converted it it over to black and then conversions like fell off of a cliff and i thought you know what it wasn't broken before why don't i just go back to i like the black version better but um and the is did the market didn't yeah exactly exactly exactly yes i want to just talk about that then so you're you're building your sales pages on livable on lovable so you are vibe coding your your sales pages yeah

05:17.94

Speaker

tell are hu Yes, I was crazy. When I first put this tool together, it was an idea like an early November, and I had built it for some clients and they were they were giving me really good feedback. And I was like, huh, maybe I should, maybe I should just sell this as a front end tool. And so that was in early November. And I had the idea. And I just plugged it like that was when I was first starting to play with lovable i no experience or very, very, very little experience, you know, and I can't remember the prompt, but it was something basic. Like, Hey, I need a sales page. I'm trying to, I'm trying to sell this tool. That was probably the gist of the prompt. And it spit something out. And I thought, Holy smokes, this looks really like,

06:00.25

Speaker

this looks really good. And you know, it was 20 bucks a month or whatever it is. And I launched the product within 24 hours of like the idea of, I wonder if I should sell this. ah And then people were buying it, you know, at $5. And it was like, wow, that was really like, and that just eliminates that excuse of, oh, I have to hire a copywriter and sales page designer. And Not to say that that's not important, but it was just the speed in which I was able to launch this idea. Literally from idea to somebody became a customer. It was less than 24 hours.

06:32.22

Speaker

um I didn't do like a big launch or anything like that. And it was like, holy smokes, dude, this like that was fast, you know, and I didn't have my upsells in place. I didn't have order, but I didn't have any of that crap. You know, i was just like, you know, what I wonder if I can sell this within 24 hours from, again, i idea to customer. And it worked.

06:48.63

Speaker

And did you have Lovable write the copy or did you like write the copy and it did the layout? like how I had Lovable do all of it. I had Lovable do all of it. um Yeah, like so I like having like humor in mind. So I have like some Craigslist ads, like some old, old, old Craigslist ads that went viral, like lawnmowers, cars and things like that.

07:07.80

Speaker

So that's kind of my secret hack for sales copy and writing ads as I just have like these old funny Craigslist ads and I basically feed it into Claude or Chachypt and say like, create me a sales page using these Craigslist ads as inspiration.

07:23.22

Speaker

um And so that's kind of how it did it. um Yeah. But so I launched it. It worked. And then in the month of November, i added like an order bump and an upsell. My email follow up sequence for that in November was just give me your honest feedback.

07:39.45

Speaker

Like that was like, give me your honest feedback or that. I don't you're not to hurt my feelings like. Does this tool suck? Is this tool good? What did you like about it? What did you not like about it? And I essentially spent November kind of just getting feedback from customers and kind of building out the back end of the funnel. At first, like I said, it was just $5. And the goal wasn't necessarily like a bunch of money. The goal was like, okay, let's get some customers and then let's get feedback from these customers. um And then I launched ads on December 3rd after, you know, I,

08:11.54

Speaker

I retooled the ChatGPT several times, you know based off of this feedback from people. Oh, this was confusing. I don't know how you did this or blah, blah, blah. Okay, let me fix this and and then tweak this. you know I don't know how to use the tool. You know you didn't give instructions. and I was like, okay, that was like one of the most common. and so i Essentially, i asked ChatGPT, I just said, hey, can you give me instructions? and It spit out like seven steps. in it so like That's how I solved the problem. um was basically I just used chat to be and it spit out like a quick start guide and it was like step one, do this step to do this and it kind of explains some things. And then I included that in the email follow up and that cut down like customer support of people saying, I don't know how to use this tool or it's confusing. yeah

08:56.89

Speaker

um Yeah. So I kind of like just launched it super, super messy, you know, and at five dollars and then it was just working and I was just like, I'm just going to keep it at this five dollars and kind of build the funnel as you as you know, on the back end.

09:11.16

Speaker

09:34.58

Speaker

not Not, I mean, I don't use the i don't use the term GPT, you know, just because some people, I just, I say AI tool, you know, usually. And so I kind of don't use that language. I know GPT is probably still pretty abstract. And you have to remember, like,

09:50.55

Speaker

most of people like Most of society, I think, thinks, like if you ask them what AI is, most of society would say ChatGPT. And that's it. you know i got i mean like ah ah us entrepreneurs, I feel, are quite a few. you know We're ahead of society. um But yeah, I don't use the GPT. I call it a wizard. And that was an idea I got from a different entrepreneur. you know so it's not uh not my term you know but like you know I played around with like robot and you know because everybody knows what a wizard is everybody knows what a robot is a GPT is a little not yet you know maybe in six months or 12 months people understand it um but also some people I thought I found that have bought like some pretty crappy GPTs you know and and I didn't want to associate that as well so I kind of just like I leveraged a different name for it But no, yeah that's, i it's just people take action with it because it's very easy. You know, one of the benefits in the headline is like you're 10, it's like you're 10 minutes away from knowing what to sell or something.

10:46.52

Speaker

You know, it's that time frame. It's not, you know, it's, this is gonna spit out like a crystal clear offer for you in 10 minutes. You know, you just have a little back and forth conversation with ah AI and you're gonna have a crystal clear offer and that's ready to, you know, put it out in the market.

11:02.71

Speaker

So how did you come up with what the GPT or the AI tool was going to be? Like, did you go through lots of iterations? Or were you like, hey, the I already know the biggest problem in the marketplace is what the hell do I sell? So I'll solve that. Like, where did the the concept of, like, how does someone who's who's listening to us right now or watching, how do they come up with what their tool would be?

11:25.11

Speaker

Yeah, so a lot of it was like, you know, I get a lot of questions, you know, people DM me their offers and they're like, hey, it's not selling, you know, do you know why You know, and most of the time, you' like, it's not, it's so vague.

11:35.87

Speaker

It's so general, you know, and I have like these frameworks just over the years that I've learned from other people, learned myself, you know, of how to create like an offer of like making it specific and measurable, having like a timeframe to it. And so I was just like, I wonder if I can just kind of put all this stuff into a custom VPT, you know, and I did it and I released it to clients and they they started using it and they're like, dang, this is, this is helpful, man. Like it went from my ebook of, you know, um,

12:04.73

Speaker

how to train your dog, you know, to like a much more specific, measurable how to train the dog in six weeks or how to get the dog to sit down with three basic commands, you know. And I just found, yeah you know, so i I had a lot of questions, people asking, like I said, people saying, you know, my offer is not selling. Why is it not selling? And a lot of it, not all of them, but it was just the vagueness, you know, it was just um it wasn't specific, you know, so I just kind of dumped in all my, you frameworks into ChatGPT. And then at base, that's kind of, how I don't know, I've created like eight or 10 of these GPTs over the last several months, you know, of just kind of

12:43.10

Speaker

I see questions in the marketplace. I, you know, I get emails, I get DMS from people. It's like, okay, this count, this problem keeps coming up. This problem keeps coming up. This problem keeps coming up. You know, I do, I've created one the other day. It's around like mindset and that. And obviously that's probably, that's the biggest problem with it. We all face, you know, it's 90% mindset, you know, so I'm playing around with like, I'm developing this, uh,

13:04.14

Speaker

It's more of an AI tool than a a custom GPT. But again, it's just conversations in the marketplace. And a lot of it's just, um um I have a problem. I'm scratching my own itch, you know, creating a tool for myself, you know, and then it's like, all right, well, if it's helpful for me, maybe others will find it helpful for for them.

13:21.27

Speaker

Yeah, it's interesting because I think a lot of us have potentially created either GPTs or tools within the business that actually, if you put them out front, I know, for example, I have a very specific framework for creating bonuses which assist with conversion rather than just amp up. Most bonuses are just there to amp up the perceived value.

13:37.84

Speaker

I think that's one use of them. and But if you actually, if you... also help them to overcome objections and and do a whole bunch of other things. onev So yes again, we have that as an internal tool. When we sold that, people were like, this is the greatest thing in the world. So that was really, really, yeah. Taking internal tools, make them external. So let's look at this, um the funnel that was that that you created. So You you initially launch it, $5.

14:01.02

Speaker

You stick it out there. You run some ads. Let's talk about the ads for a second, not in this funnel, because that's an yeah important element. um or you you You see these arguments in the marketplace all the time, depending on who's selling you there. Ads course. Video ads versus statics, carousels.

14:17.91

Speaker

what are you What's working for this kind of offer for you at the minute? So I want like, I, I have a very like unorthodox ads strategy that doesn't make sense on paper.

14:29.62

Speaker

Um, I really only run ads to my, I post reels on Instagram and then if they perform well organically, I spend money on. Um, that's this like, that's my ad strategy. And it's funny. I launched some ads.

14:45.56

Speaker

I launched every I've launched when I launched ads, I launched them at midnight. And so I launched some ads at midnight today, just image ads. And I woke up this morning. I was looking at the stats. I was paying $3 and 91 cents a click. And I'm like,

14:58.84

Speaker

I messaged my friend and I'm like, why do I run these damn image ads? like I learned the hard way. Like i have I have a way that I do it with my reels. It works. I'm not saying image ads don't work. that I'm just not good at them. And I'm like, i might i I need to stick with what works for me. And so what I like about kind of running ads to the reels, I'm not split testing like 70, 11 things, long copy, short copy, videos, like you said, videos, carousel, image, blah, blah, blah, blah. blah I just run ads to my reels. That is it.

15:27.96

Speaker

If it makes a sale within like 50 to $75, I increase the budget, I test more audiences. If I don't make a sale, i I move on to the next reel. That's my split testing. And what's really interesting, and this is by accident,

15:41.91

Speaker

16:03.16

Speaker

I ran ads to that reel. And so essentially i had to call to action, which I know that doesn't make sense on paper. We're not supposed to have two calls to action, you know? And so essentially it was on the ad, it was, I was sending them to a sales page, but in the real itself, I was essentially saying, comment the keyword and I'll send you to the landing page, to the opt-in page.

16:26.26

Speaker

And it worked really, really, really, really well. Like some people bought right from the ad. Some people commented the keyword. I got their email. So it's kind of the best of both worlds type thing. What's really interesting that I have found out, at least for me, i have ran ads I have I have ran ads to that one reel selling three different offers, not at the same time, of course. um And I have made sales with three different offers profitably.

16:55.51

Speaker

to that one reel. My point being is like, i for for me, I find the ad itself is like the biggest needle mover. ah The creative is the biggest needle mover. um I've sold, like I said, I've sold three different offers running ads to this one reel. On paper, it doesn't make sense. Just to clarify, you've got one reel. It's that same one video where you're talking about a topic, but what you DM them, once they comment, you've switched out what the call to action is in the DMs.

17:24.92

Speaker

The DM is the same because I can't change anything in the ad itself, um in the in the reel itself. It's the same keyword. It's a comment PDF and I'll shoot you my one page passive income cheat sheet. That's that's the reel. I can't change anything like that. But when I run ads to it, I can change the call to action, the learn more. um And I've sent it to three different sales pages, three different products. And I've made sales with all of them, which it doesn't make sense. Like, how does that reel make? Now that reel has like 25,000 comments on it.

17:55.35

Speaker

18:23.45

Speaker

Like I said, the call to action is for the lead magnet, but when I run ads, it's to a sales page. Again, in the marketing books, that doesn't make sense to have two different calls to action. And I i didn't plan on this. This was kind of, it was by accident when I started running ads to it. i was like, oh wow, this reel is really working. And now I have this framework for this specific reel. And like, I just try to recreate the that same reel. And what's interesting is most of my reels, like the meat of, they're about 20 seconds long, 20 to 25 seconds long. The meat of the reel is identical. I just use it in CapCut.

18:59.35

Speaker

All I do is I swap out the hook and the the CTA, like that's it. But the meat of the, you know, the middle 18 20 seconds, it's it's I recorded it six months ago, you know, and then I'll just go outside and record a hook, a different type of hook. Sometimes I'll do it sitting in this chair. Sometimes I'll do it outside. Sometimes I'll do it in the car. Sometimes I'll do it with grass behind me, like different backgrounds. um But again, the meat of the real is it's all the same thing. I'm just changing the hook and the the CTA.

19:32.18

Speaker

Wow, that's great. So we we do that. And you're now putting ads to that. That's great. You test it out. You you bring it in. You're testing the different hooks, same meat, the same body, which is doing the the sort of situation and and and poking the the pain or whatever. and then yes And then you've got the call to action. Hey, comment or hey, click the button. Okay, great. yes um They go to the sales page. There's a $5 thing. Now,

19:59.13

Speaker

now once they get there and we're on $5, great. They've bought the $5 thing. What is the rest of the funnel? After someone's bought an AI tool, people's brains now always, when I speak to them, they're like, great, but what the hell do I upsell these people? Because they're kind of tool buyers. They're like collectors of little gadgets. Do we sell little gadgets? like what What is the funnel? like so Is there a bump offer on the cart before? yeah like Tell me about what's going on there.

20:30.46

Speaker

Yeah, so I'm, talked before this, I'm not super good at like funnels, or I don't consider myself super good at funnels. But the bump off- Can I just interrupt this gentleman for a second, right? Because I'm serious word, right? He says he's not good at funnels, right? Yet he's got a profitable funnel where he's able to bring people in at profit day zero, spending $9 and getting an AOV of 12.

20:52.98

Speaker

So his definition of good is different to mine. Yeah. I know. I know. We joked about this before. I beat myself up on AOV could be a lot more, but my cost per acquisition is nine and my AOV is 12.

21:05.37

Speaker

twelve So I'm profitable at $3 on day zero. So yeah, I guess technically that's good, but really get in my head about- So when you said he's not really good, what he means is he's the best. He's the best at- But yeah, I do. I mean, like I said, I get my head about the $12 AOV going, it should be $15 or $18 or $21. And even though I am profitable, not every single day. And then when you get to $15 or $21, you'll think it has to be $32. When it's $32, you'll think it needs to be $100. It never ends. Yeah. You know, yeah. Great. So how do we get them $5 to spending $12?

21:37.40

Speaker

Yeah, so I think ah so my ah my yeah so I played around with the upsell. I only have one upsell. I have two order bumps and I've played around with a lot of this um like interchanging and I'm still playing around with it. yeah um The upsell is just a, it is a PDF on how I run ads, kind of what we just talked about for 27. And then on order bump I have is a video training or a case study, I should say, um of a of of a launch that I did um and how I built up hype and anticipation for a launch. Again, so they could launch their offer with this hype. What's interesting is that was my initial upsell.

22:19.48

Speaker

And... It was called the FOMO formula, fear of missing out formula. Like I built up hype and anticipation just organically on social media and and I had a really big launch. And so that was the ah initial upsell. It didn't really work that well. And so I had a call with a guy and he said, I would take that and put it as an order bump and frame it as a case study instead of the FOMO formula. So I thought, oh, okay. And so I did that and it's worked out quite a bit better. I can't think of the numbers off the top of my head, but it's worked out, which was really interesting to me. it It's the same thing.

22:52.34

Speaker

They're getting access to the same training. It's just a different name and different framing. And obviously it's an order bump, not an upsell anymore. You know, so it was just really interesting on how just the naming of things can make sense.

23:05.39

Speaker

It's they're getting the same link, but but the name of it was different. It's the case study. It's called a case study breakdown and it's converted quite a bit better than this formal formula, which I thought was a cool, sexy name. And so like I had my pride and ego took a little bit of a hit, you know, because it was like, oh, wow, case study breakdown works better than my my my fun name with alliteration. I think that's a sign of the times. I think there is a real shift in a place where we now live in a world where people are going to chat GPT and other AIs to get the initial idea of what six emails should be in a launch. Whereas the real thing we have as experts selling expertise is this is how I did it. This is my formula. This the shift that's going to have to happen for expert businesses. People aren't going to buy the generic formula. They're going to buy Adam's method he used to have this amazing launch.

24:01.94

Speaker

Because that's that's IP. That's value right there. That makes perfect sense in this year. You said there's two bumps on this. So we've got one bump, which is this video case study.

24:12.95

Speaker

yeah is there Is there a second one? Yeah. And then I have another one called PDF Bible. It's like 640.

24:20.98

Speaker

600 some examples of PDFs or just low ticket products. When I first created this, this was back before kind of the AI. And what's interesting is how I created this offer.

24:33.95

Speaker

is over time, I would ask on my Instagram, do you have, you know, I would say, I would ask a question in my Instagram stories and I would say, share, share in a niche, an interest, a hobby, whatever that you're interested in and you, and you're struggling to come up with PDF ideas, share that, you know, and I will come up with one or two ideas and I will share them, you know, so people over time would say, oh, I'm into like hunting or I'm into fishing or I'm into,

25:00.76

Speaker

whatever. I mean, just these random, you know, some of them were very common. Some of them were these obscure things. And so what I would do is I would come up with one or two PDF ideas for them. And I would,

25:14.04

Speaker

share them on instagram and so like after like five people i'm like shoot i should probably like i should probably like keep track of these yeah and so i just started building out this google doc and at first it was like 10 and then next you know then i had 25 and now have 619 or 625 i can't remember many in total now, but it was over the course of, I mean, was over course of just, so essentially that PDF Bible is just a document that I've just built over the last year and a half of just asking my Instagram audience, essentially,

25:48.70

Speaker

kind of my Instagram audience built it for me, kind of, you know, they like I asked them and and so i just updated on the order bump, you know, it used to be 200 ideas and then it was 250 and then 300 and 350 and it's getting bigger and bigger and bigger and but eventually it'll be a thousand, you know, and so this little PDF Bible that I,

26:09.94

Speaker

I think I used to give it up for free when it was under like 100, you know, and then I was like, shoot, this is kind of valuable. You know, I think it's made me like six or eight grand over the last year and a half as as an order bump and or upsell that I was like, it was basically social media content that I shared freely on Instagram, but I just put it all together in one master document.

26:30.87

Speaker

Love it. Love it. Give me the price point of those. So we've got the $5 on the very front. They clicked buy from the sales page. We're on the cart. Now we see two bump offers. We can check boxes to, to add to our cart.

26:43.51

Speaker

Um, the video case study breakdown, what's the price point on that? So the breakdown is 27 on that. The PDF Bible is 10 and then the upsell one on 27 is 27. Yes, yes, yes. going it And I need to play, like, I need to like,

27:02.30

Speaker

You know, my time should be focused on instead of tinkering with like different color sales pages, I should maybe focus on maybe like tinkering with a second upsell instead of, you know, I got it's like the front end sales page is working fine. Like, let's work on the back end, know, dial in the upsells, the order bumps. it But here I am going.

27:20.86

Speaker

let's ah Let's change the sales page to black because I like black better. It looks more modern and sleek to me you know um when I should be working on the back end of the funnel and trying to you know with the goal of increasing the AOV.

27:33.45

Speaker

Amazing, amazing. This is just amazing. Is there anything I haven't asked you that you think people need to know about? I mean, I've been doodling out in front of me to make sure I've got all to make sure i've got all yeah together. um Is there anything that you think is missing from from what we've talked about that you think it's really been a big needle for you getting this dialed in?

27:55.32

Speaker

I think the big thing is like, and I yap about this on social all the time, is selling one offer. And especially, like, I'm a big, big believer in that, you know? And I know a lot of the big entrepreneurs like Taki Moore and Maria went and I'll say like, sell one offer till you make a million dollars. I haven't made a million dollars, so I can't say that. But I see i see the value in selling one offer.

28:15.47

Speaker

and just getting really focused on selling one offer and making that better. And I went like all in on this offer wizard on December 1st, which was scary. You know, I was selling, the time I had, at the time I had probably three or four other like digital products, PDFs, just, you know, PDFs. But I had three or four that I'd sold, like, you know, I'd generated like 4,600 customers in the last 20 months. And so I was like, basically saying like, I have,

28:44.79

Speaker

other winning offers and i'm going to turn these things off and go all in on this like five dollar tool and that would like it was not easy november 30th you know i was like you know what december 1st is tomorrow i'm going to go all in on this five dollar tool it might be really really dumb and i regret it and i look like an idiot um Or it might be like, and so that's what I did. And I ended up selling the wizard, I think 659 times in December.

29:09.14

Speaker

And as I was working on the backend and still kept kind of trying to dial in the funnel, you know, and it was like, holy smokes. And and so like all of my messaging was around the offer wizard of selling that.

29:20.25

Speaker

And it just makes it, I just find so many entrepreneurs are trying to sell like three or four or 27 different offers. And it's really hard, especially especially organic. or if you're doing an organic, it's really hard to create messaging around it's really hard to create messaging around three offers, let alone like 27, you know? And so I'm like, I really like thinking the analogy of your offer is the sun. And then the, that your content should be the planets orbiting the sun. And I, um you don't have to have a call to action on any, every piece of content. I don't mean that, but it should 80% of your content should be related in going back to your offer in some way. And I found over the years, I used to talk about email marketing all the time and people would hit me in the DMS and be like,

30:04.39

Speaker

Dude, you got it. Like i had zero training on email marketing. But like a lot of my content on social media was about email marketing and I get DMS. They're like, hey, do you have a training on email marketing? And I'm like, no, but i probably should. And and then I have I talk about running ads and I had at the time I had nothing on ads. And so like I was talking about all these subjects and people would dm me, hey, do you got training on this, this, this and this? I'm like, no, but I got something over here. And they're like, I don't want that. and You talk. And so as silly and obvious as it sounds,

30:36.95

Speaker

um Like create content around your offer. You know, like it sounds so obvious, but like for years I talked about, I talk about YouTube. i have zero training on YouTube. So I stopped talking about YouTube because I don't have an offer on YouTube. I'm on YouTube, you know, and I might mention it here and there, but I'm like, you know, I'm going to shut my mouth about YouTube because I don't have, I don't have anything for sale regarding starting a YouTube channel. But that's really tricky because most of us like have entrepreneurial ADHD, right? So we'll have like, i want to do this and I want to talk about that. And I've got this cool idea and I just have this cool idea for a framework.

31:10.62

Speaker

And it's like, yeah, but yeah look, if you go and see a band, every time you go and see a concert of like, we like Imagine Dragons, right? Let's say you like Imagine Dragons, that band, right?

31:21.53

Speaker

Every time you go see them, they don't sing new songs. They come out, they play their hits. Why? Because that's what works. That's what we all want to see. So when we're promoting our offers, play the hits. Because I sat at this very desk and I wrote down a list of everything you have to do when you launch a new offer. Because one of the hit to me is, I don't have time to run my ads and do my email marketing and do all things I need to do. yeah And i go, cool, what you busy doing? Well, I've got this new offer I'm launching, this new offer I'm launching, this new offer.

31:49.02

Speaker

Every time launch new offer, there's 24 separate things you have to do. There's a of 24 things on the checklist that I use. Not only do you have to do 24 things, which takes a long time, you have to do them all really well.

32:02.65

Speaker

Yes. You have to get them right. You have to have the the headline that works, the page color design that works. No wonder you haven't got the time to do the stuff that makes the sales because you're spending all your time doing the shit that's really hard.

32:15.86

Speaker

Yes, yes, yes. So we have to play the hits. We have to continue showing up and playing those hits. And it's hard because we we are creative. That's why we do what we do. But well i think that I think the message that you're talking about here potentially is channel that creativity into new ways of selling the offer, not into new offers to create.

32:36.12

Speaker

Yes, yes, yes. Yes. Yeah, I think it's super powerful. And this this is amazing. um How many, i mean, I'm assuming you just keep launching brand new front end offers, these $5 offers until you find the one that works, then you just back the the winning horse.

32:52.12

Speaker

Yeah, that's kind of like, so I, like like I said, I launched ads to the wizard in December and it worked really, really well. then I started screwing around with the sales page design in January, you know, trying to try to make it better or sexier, you know, and that didn't really work. And then I was trying to get like a backend in place, you know, cause I was like, I need, I got all these front end customers coming in. i need to get this. I need to get a backend. That's the whole point of having a front end is the backend. So I've been, that's what I've been working on over the last like month and a half is getting the backend dialed in, you know, so kind of playing around and, um, but I have a, I'm testing out a different offer right now. um I'm a big believer in selling one offer, but I, I, I'm kind of testing out the idea of, uh,

33:34.14

Speaker

of a ah I call them feeder offers, you know, a couple of ah two or three different feeder offers out there, all all coming back to the the main thing. But I'm testing out like a little PDF, a little bundle of PDFs right now just to see um if that converts to the higher ticket stuff on the backend, um as opposed to the tool on that, I don't wanna, so, but I'm like ah social media, I talk about just want, like, I try to just focus on the offer wizard, so the offer wizard, that's the entry point into my ecosystem. But with ads, I'll run ads to different offers you know, and and kind of test different things and things like that. But organically, social media, I'm kind of like known for like the one offer.

34:18.42

Speaker

Amazing. Awesome stuff. People must be at this point wanting to go and have a look at some of your stuff. So please just tell us where can we go and find out either about this offer, the stuff that you're doing, get on your list, really see it from the inside. Where where should we go?

34:33.02

Speaker

Yeah, the best is just AdamDukes.com. I'm still a WordPress homeboy, a fanboy. I can't i can't i can't ah can't quit WordPress. um But yeah that's where you know the blog and the emails get posted to the blog and stuff like that. And that's where the updated...

34:50.55

Speaker

or that's that one stays pretty consistent with ah with what I'm doing. you know The offerwizard.co, although I'm playing around with that domain and kind of doing some things, but that's where that that tool lives.

35:03.64

Speaker

Awesome stuff. Thank you so much, man. This has been such a really good conversation, getting almost like this live breakdown case study that you talked about earlier. It's been really good, like getting inside of how you're doing this and you've been able to do it consistently over the last few years. So awesome chatting with you, man. i appreciate it. Thank you.

35:19.70

Speaker

Yes. Thank you for having me. It was ah it was it was an honor. I appreciate it brother. Absolutely.