You launch something you know is good. Your audience has been asking for it, the sales page is built, the content is ready, and the emails are sent. Then you wait for the sales to roll in.

But nothing happens. Just crickets.

Was the price too high? Was the promise weak? Was the headline wrong? Maybe the guarantee missed the mark, or people simply didn't like the name. There could be dozens of reasons an offer fails, and without knowing which one caused the problem, it's easy to scrap everything and start again.

But that teaches you almost nothing. You know the offer didn't sell, but you don't know why. And if you don't know why, the next launch is just another guess.

There is a better way to find the answer, and it comes from an unlikely place: the famous George Foreman grill.

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You launch something that you knew was great. Your audience were even asking for it. And you wrote the whole sales page, the video, you emailed your list and you posted about it, but it didn't sell.

It's a tragedy. But the question is, was it the price? Was it the promise? Was it the headline? The guarantee? The name that you give it? The picture at the top of the thing? You have absolutely no idea. So you do what everyone does.

You consider it a bust and you start over again, but with no learning apart from the fact that it didn't work. So you're actually not improving your skill for having a better chance of doing a better job next time. I did this.

Our audience were asking for something and I built the whole damn thing. I included four live sessions. I had coaching and the content was absolutely fire and nobody bought.

Not a slow start. Not like a little trickle. Nobody.

Absolute crickets. And it wasn't the program. It was the messaging.

But I didn't know which part of the messaging was the problem, but I do now. And I got the answer from a George Foreman grill advert. Do you remember him? The old boxer guy who they brought in to sell grills? And by the end of this, you'll know how to find out exactly which parts of your message make people want your thing and which parts are quietly killing it.

You'll know how to test that before you ever spend money driving any traffic to the page. And you'll know how to rebuild the page so it actually converts using the words your audience has already told you that they care about and makes them buy, even if your list is tiny, even if you've never sold the offer before. So before we go any further, make sure you do hit the subscribe button.

It tells me that you've enjoyed the content and I'll keep making more of it. It also means that my future videos are going to show up in your feed so you can get even more business and marketing and growth tips in your newsfeed that you'll actually be able to go and use. Let's go by this George Foreman guy.

So George Foreman was a boxer, a grill company, a kitchenware company decided to bring him in, make him the big face, paid him a ton of money to be the face of this brand. And they released the George Foreman grill and everyone's mom had one of these damn grills, right? And when we saw this on TV, it was one of those old school, direct response television, infomercial ads, right? And they've been running that same advert over and over and over. And unlike us, what we're doing, they can see the phone ringing or not ringing in real time.

That means they can test different versions of the ad and see which one makes the phone ring so people can place their order for the George Foreman grill. So they didn't run just one version of the ad. They ran lots of variations, loads of them, right? Different opening bits, different orders, different claims, different demonstrations, different shots, different parts.

And they found something really interesting. Every single time the advert included the shot where they pour the grill, they tip the grill up and they pour the fat off the little tray, the sales went up. Now take that shot out of the ad and the sales went down.

Put it back in, the sales go back up again. So we've discovered something. That is the money shot.

That's the one that brings in the sales. So think about it. That was not the price changing.

That wasn't the guarantee. It wasn't swapping George out for some other guy. One shot made all the difference and made these people millions of dollars.

Now, I want you to think about this. They did not guess which part of the ad was doing the work. They found out.

They became like detectives and they were like, how do we figure out which part? Because they tested one thing at a time so they could see, is the phone ringing? Is the phone not ringing? Are we getting attention? Are people resonating with this, right? And I've been doing this for 20 years and I have absolutely hand on heart, sat in a room deciding which bit of my message was the good bit. And I was confident and I was loud and I was motivated and I've been wrong tons of times because you don't get to decide what your best piece of messaging is. Your audience does that and they do it with their fingers.

So here's what everyone does and it's what I did with my course, which I call the Profitable Audience Magnet. And this is, we all do it. You write your sales page, then you send emails to your list.

You post about it. Maybe you run some ads and every single one of those points to the same sales page. You think of it as traffic.

You think that the page does the selling and the emails just carry people to the door. But there is a way smarter way of doing this that I want to share with you. I want you to stop thinking about your emails as traffic.

Your emails are the test. Every one of them is you putting one piece of marketing message, one piece of the marketing argument in front of a real potential buyer and finding out whether they give a shit or not. It's one piece of the sales message at a time.

So the page is not the thing that you test. The page is the thing you build by the results of the test, right? And that's what I call the fanfare technique. And it's called that because what a fanfare actually does, it doesn't tell you everything about the person who's walking through the door.

It doesn't explain them. It announces them. It makes the room pay attention and it chooses one specific moment.

That's all that each of these emails is. It's one little fanfare for the same offer and you get to stand and watch which one makes people turn around, which one gets attention, right? So the George Foreman grill advert taught us that one specific piece of the message can be doing most of the selling. When we have that piece of the message in, the pouring of the oil, the pouring of the fat, it works.

When we don't have it in, it doesn't work as well. And you can't tell which one of those things it is by just sitting down and thinking harder, doing a better job of being a better marketer. So how do you actually find yours? The first thing you do is stop treating your offer as one thing.

So step one is your sales page is like one big blob, right? It's one big lump of a message. It's got maybe 10 different pieces to it, buried among it, and they're all mashed together in one big document. So when it doesn't convert, what have you learned? Nothing.

You've learned absolutely nothing. All you know is it didn't work and that's it. But you don't know what about it, which parts didn't work.

It's like when I had food poisoning from a Neapolitan pizza, I didn't know which part made me sick. Was it the base? Was it the tomatoes? Was it something that I touched and got contaminated with? Was it the sausage that was on top? Was something off with the cheese? I just didn't know. All I know is that I puked for a day, but I don't know specifically what made me sick.

And that's the same with most of our sales pages. So here's how we're going to fix your messaging to make any sales page, any webinar, any video, any email campaign actually convert. First, you're going to go through your sales page and you're going to write down all of the pieces, all of the angles, the different segments of the page and what you said in each.

So this might be the headline, right? So in this case, the psyched stacked email marketing strategy that boosted sales of my offer from $27,407 to $541,496. That is one. Next is the bit when I say when you use psyched stacking in your email marketing, you appeal to more of your subscribers, subconscious buying motivators and cause more of them to buy.

That's another one. Then I list off what they might've already tried. So growing a bigger email list, sending more emails, getting AI to write emails for you, running discounts and flash sales, launching new offers, et cetera, et cetera.

And so on all the way through down the page. Now at the end of that, you've maybe got 10 to 18 points that your sales page is made up of. And be sure that you include the section about the objections and how you handle them and a section about why this is different to what they've tried before.

Part two of this, we're going to take each of these points and turn it into an email. One point per email. Don't link any of them together or mush them together.

And don't write an email about your offer that just mentions that point. The only thing, the pure focus of that email should just be that point. And the subject line for that email must also reflect that same angle.

So if I'm talking about site-stacked email marketing, I'm using my unique mechanism as the main thing of my email, I'm going to mention my unique mechanism in the subject line as well because we want everything about this email to be about that thing. And then of course, at the end of every email, you're going to have the link and it must be the same link to the same sales page at the end of every email. The only variation in each email is the topic of the email itself.

And yeah, that does mean that maybe for 10 to 18 days, you're going to be emailing your list about the same offer, but you're going to be saying vastly different things, which keeps resetting their attention. Different emails will actually appeal to different people and you're going to get the data. Now, just real quick, let's pause because this is actually happening to you right now.

Look at the title of this video you are watching. It could have been called how to write a sales page that converts. I could have called it why your launch flopped.

I could have called it the 10 emails I sent to sell anything. Same video, same content, same me, but you clicked this one. So now I know something about you that I didn't know an hour ago, not because I asked you, but because you told me with your finger.

That's the technique. You've just done it. Right back into it.

Now the good bit. Now you go through and you read what your audience just told you, and I'm going to show you the one that cost us money and the one that made us the most money at the same time. So the third step is to read the clicks.

So we ran this on a launch. It was about 10 emails, 10 angles. Email number four was the origin story angle, the story of where the method came from that I'd worked out.

All of that sort of stuff. And I love the email. I love the storytelling.

I thought it was funny. I was like, this is a great email. I thought it was one of the best emails in the sequence completely, but it got zero clicks.

Not a few less than zero, zero, right? Now think about that. You get to sit there and think, well, is that because the email was badly written? It wasn't. The email was fine.

The argument was the problem. Nobody on the list gave a shit about the origin story. They didn't care where it came from.

And here's the thing. The story was on the sales page, near the top, taking up space in that really high value element of the page. So we cut it off.

And just like that, conversions went up. That's one test on one offer on one list. Now I'm not saying that the origin story always fails.

I'm not saying that at all. In fact, it sometimes works really, really well. I'm telling you that I didn't work for this particular offer, for those people.

And I only know because I've separated it out. And I could see it was just underperforming on its own. So here's how you do it.

You're going to judge on the clicks, not the opens. Opens just tell you that your subject line did a good job and your sender reputation is good. The clicks are going to tell you about did they resonate with the actual content, the message that is in the email.

And you are not looking for huge statistical significance. You don't need 100 clicks or a thousand clicks. What you're looking for is the shape, is the indicators.

You're looking for hot or cold. Which two or three of those emails are obviously miles ahead and which two or three are absolutely dead. I also want you to look at who clicked as well as how many people clicked.

10 clicks from 10 people who've bought from you before is a very different signal to 10 clicks from 10 people who just joined your email list last week. Now, there is a way of reading this that gets it completely backwards and I've watched people do it and wonder why their new page converts worse than the old one. And I'll come back to that in a minute because I don't want you messing that same thing up.

But here's the main thing. I don't want you to think, but Kennedy, my list has only 400 people. I'm going to get like six clicks and that'll be it.

That's not enough data. That's just noise. I hear you saying in a pretend, fake, terrible Scottish accent.

It's a good honest question. I've got two answers for you. First, you're not doing science, right? You're not publishing this as a paper.

What you're looking for in your business with your offer is zero versus not zero, right? And that's for one angle that got maybe triple what another one got. That shows up on small email list just fine. My email got four, this email got zero.

You don't need a big list to notice that difference. And the second thing is this is actually even better on a small list because you know who clicked. So you can go and take a look at those six people personally and you can reach out and say, hey, what made you click? And get a bit more information.

That's much harder to do on a list of 400 people. So yeah, a small list actually is a bit of an advantage. So two ways to get this wrong.

One is changing two things at once. Don't have a different angle and a different link or a different angle and a totally different subject line style. Then what you've actually learned is nothing and you've wasted that launch or you've wasted that one thing.

One variable, that's the deal. The second thing is the backwards one that I mentioned to you earlier. Clicks are interest.

They are not necessarily by your intent. They're a great signal, but one angle can win for the click because it's curiosity and they're excited and emotionally engaged by that. But we want to make sure that what we're actually finding and mining for is the thing that gets people to dig into their pocket and pull out their credit card or book a call with us, right? So I want you to also look, as well as what clicks, I want you to look at what do people do next? Did they book calls? Did they fill out the application form? Did they buy? Because we're actually looking for the winners.

In fact, if you don't get your emails opened, none of this works. So here's some techniques for you in this video here for getting your emails opened with a special approach to the email subject lines. Go check that one out.