Maximising The Value of a Lead By Stacking Sales Funnels

By Oli Luke

I have a premium client that I’m working very closely with at the moment … they’re in the trading education space.

In the past six months, they’ve gone from around $30k/month to a $150k+/ month.

I want to break down exactly what we did – as it’s been an interesting ol’ journey.

Let’s start at the beginning.

When I first started working with the client, they had one basic product.

It was a $397/year subscription where they got a weekly live trading session.

In that time, they’d build a decent audience of about 20,000 people and their Facebook traffic was profitable.

But having one product was always going to be restrictive. So, we decided to look at some different product options.

We introduced a low-ticket $47/month subscription and $1200/year premium option.

On a side note; pricing monthly vs yearly is such an interesting subject.

Let me give you an example (and I’m going off topic here) …


How much does it cost?

What if I said that it’s $291.25?

You’d probably argue that it’s actually just $10.00/month.

Well … according to Netflix, subscribers stay on board for an average of 25 months.

But due to it being priced by the month, we only ever see it as a $10.00 investment.

Breaking down pricing is such an easy way to maximize sales price. Anyway …

Back to this client, we introduced two new options … and from there, started promoting them to our current list.

What happened?

We had a load of sales, and increased our monthly income (without driving new traffic in).

New products, with new names, with new price-points and new offerings … will always lead to sales.

EVEN if it’s just a slight adaption or a different form of delivery of a current product/service.

The second thing we did was introduce a high-ticket offer.

Now, prior to us doing this – there was a lot of resistance from the owner of the business.

He believed, that his audience, would not pay a premium fee for information.

We put together a $5,000 offer.

Two weeks later, we had generated $49k … and since then, this offer has been worth over $150k … and continues to attract buyers.

How we sold this was actually very interesting.

We sent an email to the big email list saying that we’ve put together a premium opportunity for people to work more directly with the ‘expert’ (the owner of the business) … and if they’re interested, then they need to apply to receive a letter.

We went through the replies, picked out the best 20% (that were perfectly suited for the opportunity) … and sent them a ‘Shock & Awe’ style box.

Inside this box, we had:

A sales letter that basically told them why they’re not the right fit for the offer … it said things like “You probably aren’t willing to do the work” or “it’s probably out of your price range” … then it finished with, but if you do meet all the criteria above, then we’d love to have you as a client.

We also included a huge 50+ page testimonial booklet from previous delighted customers.

From there, everybody that was interested (which was pretty much 90% of them) had to jump on a call for us to close.

But due to how many hoops we made prospects jump through, the calls essentially consisted of them confirming their CC details to sign-up.

It worked a treat.

Introducing this premium offer, massively stretched our margins. Then come the tipping point … stacking our funnels.

This is a bit of a buzzword that Brunson coined, but just to be clear, all this means is sitting funnels on top-of-each other.

So, when somebody goes through one funnel and says no, they enter a second funnel and a third funnel etc.

This for us, was huge.

We’re now able to get a real decent return on all traffic.

Using Facebook, Google, AfterOffers (mentioned on the next page) and we’ve recently hired an affiliate manager that has agreed a bunch of deals with some big lists.

Some big-time scaling is on the horizon Hope that’s been helpful.

700k campaign


The “Take-Away” Direct Mail Campaign That Generated $700,000 of Sales from a Small Burnt-Out Email List (Without Having Any of the Subscribers Postal Details).

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700k campaign

Swipe Files & Campaign Walkthrough

The “Take-Away” Direct Mail Campaign That Generated $700,000 of Sales from a Small Burnt-Out Email List (Without Having Any of the Subscribers Postal Details).

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