A Confidential Report: ​How To

Effectively Market Yourself & Your

Business To The Masses
Dear ​Investor​:

You know that is what you ​actually​ are, right?

An investor!​ And let me prove it to you.

A real estate investor invests his/her money into deals that can make them them ​more
money. They are in the business of having their money ​make them​ money.

A Wall Street aficionado invests his/her money into tiny pieces of companies (stocks)
that they hope will grow, producing them ​more​ money when they sell their stock.

Entrepreneurs are different.

We invest EVERYTHING.

Time.
Emotions.
Mental stamina.
Energy.

And… ​money​.

When you stop thinking of yourself as a “________” and start viewing yourself as an
“investor” things change.

We invest to make an impact on the world. We invest to create wealth. We invest to

generate a safe & stable environment for our families. It’s more than just money… but...

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— getting rich ​should​ definitely be part of the equation... after all if you’re going to be
investing a portion of your life into something you should want to get very rich in the
process.

But getting rich isn’t ​all​ of it. It’s only a piece.

When people ask me what I do, my answer is usually:

“I’m an investor.”

In this report, we have generously enclosed several educational articles that will
introduce you to our work; as well as detail out our performance as consultants &
advisors. AS an investor, you are likely ruthless about the due diligence process and
you ​should​ be.

You should NEVER invest money (or time) into something which you aren’t reasonably
certain will produce a good return for you. As a marketing advisor, I can tell you with
confidence, that spending time studying marketing, is one of the most profitable uses of
your time because it’s likely to produce very high returns.

Before we go down the rabbit hole, a quick note about us:

TRAFFIC AND FUNNELS™ is a full service digital agency/consultancy brand for

EXPERT businesses, client businesses, consultants, advisors, and GROWTH-minded
entrepreneurs. We blend the traditional with the innovative.

We cater to ​true​ experts who have found themselves marginalized, imitated, outrun or
outflanked by technology; and we specialize in building multi-million dollar ​profit​ ​centers
around YOUR unique expertise.

Our portfolio is diverse and unique. Our performance speaks for itself...

We are unparalleled, though OFTEN plagiarized & often imitated.

Our ideas offer opportunities to scale any true expert past 7-figures faster than you
might have previously thought possible.

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In short, we are very very very good at what we do. So I implore you to allow us the next
few minutes, open up & let us share a bit of our intellectual property without any fronts,
tricks or gimmicks.

I challenge you to stay attuned and to ​FILTER​ for yourself every word we’ve put down.
If what I’m saying is TRUE, you have nearly unlimited growth potential and very little
risk… if not, at most you lose 30 minutes of your time and a get a brilliant example of
how to position your own good services to your market...

Let’s begin!

– Taylor Welch & Chris Evans

Founders

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Backstory:​ Small Beginnings With
Large Lessons
So we did it ​really​ wrong.

For like, a long time. An ​embarrassingly​ long time.

By the time me and Chris met, we’d both kinda gotten the hang of things. I was writing
freelance copy & engineering Infusionsoft funnels for some internet marketing big
hitters…

Chris was orchestrating entire marketing campaigns, start to finish, for both corporate
and small business clients; hiring & leading whole ​teams​ of digital marketers; pulling off
some of the biggest online product launches in the entire digital marketing industry. He
was a showboat but wasn’t making nearly enough money for his skills & talents.

Several of his campaigns hit ​millions​ of dollars in sales within the first hour of launching.

The great news​: we were successful.

The bad news​: it had taken us for-freaking​-ever​ to get there… and we were still
underpaid for the value we brought to the table.

I spent thousands on ‘coaching’ that never panned out for me (this was back in the
beginning when I was a wee pup in the space). Chris was dirt poor for almost 6 years
while he learned everything under the sun (SEO, paid ads, copywriting, sales, all of it).
At one point he actually lost his house because of delinquency. Got it back (randomly
and through sheer luck).

And while we don’t brag about our past - because there’s not that much to brag about -
it’s important to know that ​there were no handouts​.

By the time we started Traffic & Funnels™ we’d made a lot of mistakes… but we’d also
done a lot of things the right way. What I’m going to outline in the following pages will be
​ you should learn from the mistakes and IMPLEMENT the wins.
a mixture of ​both…

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How Did We “Become” the ​Smartest Guys In Marketing™
If you’d like to skip the backstory and get into the goodies you can just flip through to the
next chapter. If you’re like most people, you’ll appreciate hearing where we came from.

TAYLOR’S STORY
I (​Taylor)​ got into marketing because of a woman (duh). Most good things can be traced
back to a woman somewhere :-) My wife owned a salon in a town called Memphis in a
state called Tennessee and she was looking for ways to attract more local clientele.

I hated my job and decided to hop in and help her. ​“HOW HARD can marketing be?”

During the next 6 months I went on a binge that can only be described as addictive. I
disconnected from everything & everyone. I read book after book after book on
“copywriting” and “marketing” and “advertising” and paid $5,000 to ​two​ separate
“mentors” to learn how to do this marketing thang.

The first mentor was a scam who took my money and never talked to me again. The
second one was better but basically told me to ask a bunch of questions to the market
and figure it out which I guess I could’ve done on my own.

I bought an expensive software and paid for a website that I didn’t know how to use and
nearly every night for 6 months my brain felt as if it were melting out of my body. You
might know the feeling…

It was a period of overwhelm & chaos that I have yet to feel since, despite the crazy
growth we’ve experienced recently.

In the end, I prevailed.

Sort of…

I put together one campaign that worked and seven that didn’t. But the one that worked,
made enough money for me to prove to myself that I could do this and I started looking
for other clients. In fact, the one that worked, worked so well that we couldn’t run it for
more than a couple months.

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My wife couldn’t accept anymore clients so that was cool. And then I thought, ​“hey if it
worked for Lindsey, maybe it’ll work for someone else and they can actually pay me up
front!”

It would be another 6 months before I finally got a real client that ​wasn’t​ related to me;
and in the meantime I kept my full-time job at a real estate investment firm. Times were
not easy, but they were well worth it. I went full time March of 2015, then things went
nuclear.

By the end of August 2015 I’d cleared 6-figures… and before I’d finished my first full
year of entrepreneurs, I’d have my first 6-figure ​month​.

CHRIS’ STORY
Chris’ experience was a little different. Chris was a missionary with his wife for 3 years
in Holland. Now you know.

Long story short, when he came back to the States he was poor and had a wife & child
to take care of. The job he was in was close to minimum wage and he jumped into
learning SEO (search engine optimization), paid ads, everything he could to try and
catch the wave of “internet marketing.”

[Now — I gave this report to Chris to fill in his story and he didn’t write anything :-) so
we’re going to leave a bit of the mystery here and just tell you that at some point Chris
figured it out, and when we eventually met he was pretty successful.]

Now if you compare our two stories you notice interesting patterns. We both
experienced failure. Pain. Embarrassment. But for some reason, all of mine was “front
loaded.” Chris experienced this over a period of about 4 years.

During that time he lost his home. Lost one of his jobs. Got his house back (long story
for later). Almost went bankrupt. Lost another job in 2008. Built a business. Almost lost it
in 2010. Started several more and finally got to MASTERY level in 2013 when ​paid
traffic​ was becoming a trend.

And when I say “mastery level” I mean he made his clients millions of dollars and got
booked up ​years ​at a time because people didn’t want to share him with other clients. In
2015, we met in a mastermind…

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Me, a finally “making it” freelance funnel designer & copywriter… Chris, a “battle
hardened” marketing & lead generation expert…

We shared clients for a while (because everyone who has a good funnel needs traffic,
and everyone who has traffic needs good funnels). Then we figured we could do a lot
more and make a lot more if we teamed up.

TRAFFIC AND FUNNELS™ LLC was created in September of 2015. We’ve created &
invested in 4 other businesses since then and our message has become a movement
which has become a rallying cry to experts & client businesses everywhere:

You can have freedom. You can actually enjoy what you do; WHO you do it for;
Become rich in the process.

...Without sacrificing the things most important.

This report will show you how…

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The Math & Science:​ How to Stack the
Deck
We’ve observed that there are really only two factors at play when it comes to moving
your business (both forwards & backwards):

1. VOLUME
2. AVERAGES

That’s it.

What you see is a lot of over-complication right now in business. If you want to take this
booklet and unleash a ​fury of growth​ in your business it’s best we defang this best now.

Complication will kill your business.

The greatest baseball players of all time have batting averages around 30%. A lot of
times experts will run into our material, engage in our communities, partake in the free
food we give out like Santa Clause and say stuff like:

“I only had 3 clients last month something is wrong. How do I get more?”

Then we will engage with them. ​“Tell me how many leads you had last month?”

To which we get one of two answers:

- ​“A lot”​ (say like, over 1,000)

- “A little”​ (like under 100)

If the answer is ​“a lot”​ you know that the person is dealing with a problem of averages.
In other words, they need to improve their “batting average” which means upgrading
their level of skill.

If the answer is “​a little”​ then the person is dealing with a problem of VOLUME.

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One of the most dangerous mistakes you can make is trying to solve a volume
problem when you have an averages problem. Or trying to fix an averages
problem when you have a volume problem.

A 20% batting average with 100 pitches, will BEAT a 70% batting average with only 10
pitches.

The RECIPE for a 7-figure business.

Let’s do some math…

Here’s what we need to do, I’ll give you ​my​ math as an example and then you can work
backwards from there to put your own plan together. Because we first want to identify
what the goal is here and then work backwards from there.

Tally up your lifestyle targets, what do you want your business to ​provide​ for you? What
do you want to pull out of your business? What are the goals here?

For instance, here are mine…

- $4,300/mo house payment

- $5,200/mo auto leases
- $4,900/mo monthly investments
- $3,000/mo for vacations & time away with my wife
- $3,000/mo giving to my church
- $1,500/mo for food & groceries
- $2,500/mo for office space
- $1,000/mo for misc expenses

My monthly total comes out to $25,400.

And then you’ve got taxes and if you’re in the USA you’ll need to account about 30% of
your income to pay for those, so take your number and DIVIDE it by .7 which gives me
a total of about $36,000 per month.

I live in a nice area, just outside of Nashville. I don’t have ridiculous expenses. This is
relatively low key and easy to do with a good client business set up the right way.

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And this is just for my personal. If you dive into our businesses the numbers are way
higher because we have payroll, we have corporate office spaces, we have real estate,
we have ads on YouTube and Facebook and Google…

But my point here is to show you that getting to your perfect lifestyle is easier than you
think.

$36k in a month is very easy to do… in fact on average our clients do a lot more than
that and it only takes 3 months or so to hit those numbers.

(CAVEAT: if you’re legitimately ​just starting​ out, it will take you a bit longer than 3
months)

But you do ​your​ math and get your OWN number that you want to hit. If your goal is
higher, for instance if your goal is in the 7-figures like for instance Traffic And Funnels
(our consulting company), we want to cross the $900k per month mark — you're going
to have to really pay attention to a lot of the structuring of your business and it’s going to
take a lot of work.

But 7-figures is only $83k per month so let’s just talk about getting to THAT.

Here's what you need:

A 20% batting average on sales calls… ​this means out of every 10 people you talk to
you enroll 2.

And 40 qualified leads or individuals who need you (applicants) ​per month.​

You will end up enrolling 20% of the 40 and if your product, program, or service is
priced so that your LTV (lifetime value) is at $10,000 or above you’ve just hit a million
dollars.

(Quick emphasis on LTV. This doesn’t mean you charge $10,000 up front. It means you
collect $10k from the client or customer over the span of their relationship with you. The
best way to get your LTV up is by having incredible service and we’ll talk about that
later.)

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Now 20% for a close rate isn’t exactly ​exceptional.​ It’s “good,” but it’s not exceptional. I
define exceptional as ​significantly​ higher than average… and I think 20% is maybe a
touch more than average.

And at the very least you should aim to be GOOD, and eventually ​exceptional​. But isn’t
it crazy how things get so over complicated so quickly? You don’t need 100 million
followers on social media. You don’t need thousands of blog posts.

You need 40 qualified individuals and a good product that can convert 20% of them into
working with you. Of course, then you need to be able to DELIVER the results or you’ll
go out of business pretty quick.

If you’re wondering, “​Taylor how on earth can you justify charging $10,000 for
anything? Do people even pay that?​”

Please, for the sake of your legacy.. your children.. your children’s children.. ESCAPE
the bubble you are living in and see the world for what it is. ​People will pay A LOT to
​ ig​ problems…​ The size of the problem is correlated to the size of the
solve b
investment to FIX it.

Most people get confused because in ​THEIR ​world $10k is a lot money​ but ​I’m telling
you right now you have to ​break that​. If you constantly live as if $10k is al lot of
money then guess what?

$10k will ​always​ be a lot of money to ​you​.

My hope for you is that you get to a place where $10k is nothing… it’s just a simple
expense that you don’t even feel much.

In a normal month Traffic And Funnels will collect $550k in revenue and SalesMentor
(another of our companies) will collect $35k in revenue and our real estate produces
income and — at the end of the day $10k is a blip on the radar.

You have to escape your bubble and get into a new environment… because people will
pay $10k and a ​LOT more​ for solutions they need…

The only “limits” on what people are willing to ​trade​ for your solutions are the
following:

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1. The size of the problem (which is also inversely correlated with the ​number​ of people
who can solve it — typically, bigger problem = fewer who can solve it)

2. Your belief in your own ability to solve it

And third, as a ​bonus​: the ​environment​ you operate in. Your view of “normal,” or “a lot”
or “a little” is taken from the people and the things ​around​ you. It’s almost impossible to
escape this bubble which is why people stay stuck, generationally “capped” because
their grandparents didn’t have money and their parents didn’t have money and now they
don’t have money.

Fastest way to get in shape is to find some friends who are in shape and when you're
around them, you feel embarrassed for not being in shape. Moreso, you know, ​KNOW,​
it’s possible for you to get in shape because you're constantly around people who are in
shape.

Money is no different. An easy way to “hack” this is getting around information on a

regular basis that forces you to level up your thinking about money, business,
advertising, etcetera. ​The Monthly Memo is a terrific way to do that.

And it’s basically free ​(you pay shipping and printing).​ If you’re reading a printed version
of this report, that’s ​www.MonthlyMemos.com​ :-)

ONWARD.

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Confidence “Meters” & Packaging
Continuing on the topic of “how to get people willing to pay $10k for something,” let’s
break down some scenarios…

The “value” of something is determined by two things:

1. The pain of not having it (i.e. the pain caused by the unsolved problem)
2. The amount of people on planet earth who can actually solve the problem

Let’s get some examples going to warm you up to this topic…

If you need your grass cut… h ​ ow many people are there who can do this for you, and
how “painful” is it when it doesn’t get done?

Not a pretty picture on both accounts… first of all there are only like a million people
who know how to cut your grass… so there’s a lot of people willing to do it on the
cheap.

And second of all, the pain isn’t that great because worst case scenario you can just
grab a mower and do it yourself. Nobody’s paying $10k for a grass cutting…

Next example…

Do you know any hair stylists? My wife (Lindsey) is a hair stylist, she’s actually one of
the very good ones and makes almost 6-figures cutting hair in Nashville (which is
exceptional).

BUT — let’s do the math…

How many people can do this job? Well, there aren’t as many people who can cut &
style hair as there are lawn mowers… a little bit more skill & experience is required. So
it rates better on this…

And how painful is it if you don’t get your haircut?

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Well, it’s embarrassing… especially, and I mean this is crazy, she has women who fly in
from Austin and Memphis and Louisiana to get their hair colored by her. Apparently, one
of the worst things in the world is having hair that says “I’m shit. I’m unattractive.”

Pretty painful…

But is it “Shoot I will get to the end of my life and regret EVERYTHING” painful?
Not quite..

That said you can charge more because of the economics here. You see what I’m
doing? I’m just showing you how this works and how these 2 questions determine the
price.

Okay one more example…

You have a tumor in your brain. You are going to die in 60 days unless you get the best
surgeon in the world to operate.

You could go to a local general practitioner for $100 co pay and there’s a 50/50 chance
they’ll fix you or you’ll die on the operating table.

Or you can fly to Chicago for the best neurosurgeon in the world to operate and there’s
a 90% chance you’ll come out alright and see your grandkids grow up.

1. How many people can perform the job? ​Not many… and it’s a “scaling” tier of
qualified competitors… what that means is, there might be 10 people in the world who
can do it, but the one at the top (the #1 guy/gal) is ​ten times​ better than the 9​th​ best
person…

2. How painful is the problem, if unsolved?​ VERY.

Worth $10k? Worth $100k?

This is worth paying off for the rest of your life… that’s how painful it is, and how
valuable the solution is.

Here’s what you need to figure out:

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What is the thing that I can be top 10 in the world at?​ W ​ hen you find this, double
down on it so you can be the one at the top, and enjoy the benefits of being not just a
little bit better to ​ten times​ better than your nearest competition…

This bolsters the value of what you do because there’s just nobody else who can really
do the “same thing.” I hope you’re grasping what I’m teaching you right now… this is the
holy grail of packaging & offer creation…

Second what you want to do is make sure ​you are only spending time solving
PAINFUL problems for people…

It doesn’t matter how good you are, if you spend your time & energy solving things that
people could just go out and do themselves (i.e. cutting grass) you will not become
wealthy. Or if you do it will take you ​forever​.

For ​specifics​ on how to actually do this listen to this:

I will reveal our proprietary “7-figure Offer” Matrix on one of our latest classes…

You don’t have to attend but if you do I’ll spend much more time going into detail about
how to craft this offer, the 2 types of “services” you can provide, the 2 kinds of “drivers”
that motivate people to make decisions…

And how to land in the sweet spot… definitely worth the price of admission ​(which
is free).

Once you get an offer down, the next logical question is “How do I present this so
people ​buy​ it?”

Let’s address that next.

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Posture, Frame, & ​Power
You have to lead if you want them to follow.

When you read “power,” you shouldn’t misconstrue this as “authoritarian” or “forceful.”

Each of us carry our own power and when we use it for good, the world improves. When
we use it for bad or personal gain at the expense of others, the world decays. ​An
important caveat to all of this is you should ONLY implement the material in this
report if you’re concerned with and ​committed​ to the well being of OTHERS.

That said, let’s talk about framing…

Remember we’ve talked about how to put together an offer that solves an important
problem… and then covered WHY this is so important if you want to charge $10k or
$20k or whatever you want to charge…

The importance of “framing” is this:​ people tend to underestimate the big problems
and overestimate the small problems…​ and it’s your job to help them get clarity on
what’s really going on.

Framing does that…

Here’s an example. Let’s say you run a business. You make $5k or $8k a month (insert
whatever number I don’t care just wanting to get this idea across).

Now let’s say your life is pretty good… eight-thousands dollars a month is about
six-figures. Not shabby… and you enjoy your work. But in the back of your head you
know that one day you’d like to earn more and live a better life.

But you’re not in a rush… cause your life is pretty good.

So someone comes along and says “​here’s how you can get to 7-figures”​ and you’re
like “ahh, that sounds cool.”

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So you register and it’s a webinar or whatever… but you don’t show up because a client
has an issue and they email you saying they want a refund or whatever… so you deal
with THAT and skip the training.

Fair. I can see that point of view.

Remember this is just a story I am telling you so you can grasp the IMPORTANCE of
framing correctly. So in this case assume that the training ​could have​ been the thing
that got you thinking differently…

That got you into a whole new mindset, a whole new way of seeing your business and
your offers etcetera. And that thinking this new way would’ve made you a cumulative
$4,000,000 over the next 3 or 5 years or whatever.

Here’s what’s really happening in this scenario:

You’ve just taken a $2,000 problem, or a $5,000 problem (whatever the client is paying
you), and prioritized it ​over​ a multi-million dollar problem (which is the opportunity cost
of you making $8k/mo when you ​could & should be​ earning $50k/mo or $80k/mo).

Pause for just a minute and make sure you’re really understanding this because what
I’m doing is showing you a ​FRAME​.

Frames help us make sense of the world around us, our time, our opportunities, and
they help us make decisions that are in our best interest.

This is the importance of framing: if you ​don’t​ frame people correctly, they will usually
default to their own frame and in most cases THAT’S the reason they’re stuck. YOUR
frame is ​probably​ not serving you past your current station in life/business. And an easy
way to grow is to adopt a ​better​ frame. What does this have to do with selling your
offer?

EVERYTHING.

Because what I’ve observed after my work with 1,000+ clients, building dozens and
dozens of multi-million dollar businesses, is this: ​your ability to sell whatever you’re
selling depends on your ability to SHOW people the COST of doing nothing.

Did you catch that?

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If the cost of not getting your grass cut is “​well shoot gotta spend an hour and do it
myself,”​ and the cost of not getting the best surgeon in the world is ​“I am literally going
to die,”​ ​you want to be on the side of the surgeon.

And in most cases, people want a lot of things in their life but they don’t have the proper
“frame” to understand opportunity and prioritize accordingly... People tend to struggle to
actually MAKE decisions in order to get what they want because their frame (their LENS
for seeing the world) is stacked against them.

Another interesting point on this:

Although we’re talking about framing others,​ it’s equally as important to make sure YOU
are framing yourself correctly. I witness this a lot where people expect ​their buyers’​ to
be in a certain frame that YOU as the business owner aren’t willing to be in.

And this is devastating.

If you aren’t willing to invest money in your business nobody else should be expected to
invest in you helping them with their business either. With our clients we get deep into
the psychology of all of this, but in short, when you grasp this concept you can literally
reprogram yourself ​cognitively… ​ you can ​weaponize​ everything you say and everything
you do to become more persuasive, more compelling, and almost effortless.

Because we tend to “project” onto others the frames we hold for ourselves. It is very
difficult (​if not impossible​) to project an opportunity cost frame while simultaneously
ignoring opportunity or ​ignoring costs​ in our own lives.

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Turning the System to “ON”
So far we’ve talked about the offer. The math. The ability to control opportunity & then
frame that opportunity correctly. Let’s get more tactical for a minute.

One of the hardest things for entrepreneurs today is there are so many different and, at
times, competing goals going on at the same time. Take your standard webinar funnel,
for example. You have 3 different elements — all of which must be GREAT to work.

1. The webinar itself…

Which to make it ​good​ will take you nearly 40 hours.

2. The conversion assets (landing page, copy, and emails to get the person ​onto
the webinar)…

Which requires split testing & testing again all while running real traffic (with real ad
spend)…

3. The ads & tech (ad copy, video, images, pixels to track, etc)…

I mean, no wonder people give up.

There is a very real “overwhelm” effect that happens here that can make even
seasoned entrepreneurs slow down and lose steam.

You might be wondering why we have waited until the 4th chapter here to even begin to
talk about this — and there’s a great reason for it: ​frameworks.

All of this “tactical” stuff, with the right frameworks, can be quickly constructed to work
80% of the time without much tweaking or “figuring it out.” The strategic insights from
the first 3 chapters are where people die on the field.

If your strategy is sound (your offer is great, you know how to position yourself, you
have the confidence to truly stand out and communicate effectively) — you can add
multi-6-figures ​monthly​ without a webinar funnel, without ads, without hardly any tech.

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Don’t believe me?

We’ve done it dozens and dozens of times (in fact, easily half of the people you see
here don’t run any ads or have a webinar). Which begs the question, ​“Why run ads
then? Why complicate everything with tech and ‘funnels’?”

Scale…

Achieving scale will require you to have systems that run ​without​ you. I remember a
great client named Chris Axelrad. Chris is to this day one of the deepest thinkers I think
I’ve met.

He runs a few great acupuncture centers in Houston, Texas. And when Chris became a
client, one of the first things he wanted to do was launch a consulting offer to teach
acupuncturists how he had done what he’d done in that world.

Rather than running ads out the gate, we used one of our ​frameworks, ​constructed a
badass offer that was super tight and super specific to the outcome his target clients
would get excited about… and we launched something that has come to be called
“HYPER ORGANIC.”

Hyper organic is simply the ​‘packaging’​ of your expertise into small language bites that
slowly pull your market in over time. This tactic frames you as a leader and someone
with the answers, and “seeds” (by your language) that you have the solutions people
desperately want, but need to share them via 1:1 conversation so you can be sure to
help people appropriately.

Sometimes, in some markets, that language sounds like ​“Look I don’t know what you’re
dealing with, but I know ​my clients​ typically struggle with these 3 things XYZ and
getting those fixed requires a unique combo of strategies b ​ ased on where your
business XYZ is at..​ to make sure I don’t misdiagnose you let’s get on a call.”

You see that frame is very much like “hey I am here to help you but just giving you the
answer here in this report or this post or whatever is not in your best interest.”

That’s called “​moral authority”​ and it’s a great frame.

Sometimes in some markets, the language is more like ​“If you’ve been sitting around
reading my posts and watching from the sidelines like a half-committed prom date who

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knows you have the shot of a lifetime but you’ve been too much of a coward to
COMMIT, right now close your eyes, decide what you want your life to be like in 30
years, then get off your ass and COMMIT.”

This frame is much harsher and more designed to “push” people off a fence either away
from you or ​toward​ you.

Which types of frames you use depends on your personality, your market, the
personality of your market, what the landscape of competition looks like, and a whole
host of variables that we can’t get into today in this report.

But back to my original story… we got Chris started with Hyper Organic and, if you look
him up on Facebook or wherever he’s at today, you can still see him using these simple
frameworks (with his own tweaks of course) and he got up to doing over $75,000 ​per
month​ in revenue​ from this offer — just using hyper organic.

No webinar. No ads.

So why would you want to get into complicated webinars and ads and funnels? If you
can hit almost a million annual revenues without them?

The simple answer: Scale requires systems.

$75,000 per month might sound like a lot of money (and it can be, I’m not diminishing
it). But when you get into the realm of true freedom… where your sights are set on
$300,000/mo; $500,000/mo; $700,000/mo; ​more important than the number, your
income is locked in​ ​WITH OR WITHOUT you working for it…

This requires systems.

If you stop hyper organic, it stops working.

This is why we typical start clients with this type of tactic but quickly transition into
systems and assets that will generate payday after payday whether you’re doing
anything or not.

The webinar is one such asset.

A confidential report like this one is another asset.

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Challenges or “initiatives” are another type of asset.

The overarching goal of each asset that you use​, though, is to make sure that it is
inherently valuable in and of itself, ​irregardless​ of whether the person going through it
ever becomes a client.

You can (and should) use this confidential report as an example. If you never become a
client of our agency or our consultancy, did this information still challenge or grow your
thinking?

Did it resonate with you and give you new ways to brainstorm how to communicate with
your market?

My guess is that it ​has.

Here is what happens when you have SYSTEMS in place like this: your income gets
scarily dependable. You know exactly what to do, exactly ​when​ to do it, to adjust and
always land at the level you want to be.

It sounds hyperbole but it is true and factual.

With systems & assets in place, your business becomes submissive to the math. If I
know that, out of every hundred people who view this report, about 12 of them are going
to be great fits for our consultancy…

And out of those 12, eight of them are going to want it bad enough and have enough
courage to talk to me about it. And out of those eight, I’m going to tell 4 of them to wait
(for various reasons, sometimes because of timing issues on their end, sometimes
because I don’t think financially it’s wise timing, etc)…

And out of the remaining four, THREE are going to say “​You know what this sounds like
it is what I need, let’s do it.”

And let’s say our average client LTV is $23,000.

(If you remember, LTV is lifetime value, which is a calculation of how much money each
customer or client trades you over the life of your relationship for your services)

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This math tells me that for each 100 people to read this report, it’s going to make my
business $69,000 over the span of that client’s relationship with us. If this is moving fast
that’s okay, re-read it because this is landing it all home and it’s the most important
tactical aspect of you being able to build a business you love without the stress.

For each person I can get to read this report, my business is going to make $690 (​that’s
the total revenue, divided by the total number of readers​). ​Now, the game is simple:
get as many readers as I can, so long as I don’t spend more than $690 to get them.

If I spend $100 per reader, I am uber profitable. I’m basically going into a bank, giving
them a hundred dollar bill, and then they return to me $690.

For the seasoned vet, you get this… but, truly, I’ve lost count of how many people
“know” this but aren’t investing the amount of money they know they need to invest in
order to produce the returns they want to produce.

One of the big “secrets” to getting this whole system on and ​working​ is to focus on 1
thing per PHASE. The ​only​ goal of the landing page is to sell somebody on how signing
up for this webinar or report or whatever is going to be so worth it.

The ​only​ goal of the report or webinar is to unlock new levels of thinking and give “ah
ha” moments to the market. The only goal of the follow up sequence is to convert that
good will into ​interest​ so that the person will want to work together.

You see how each phase has a distinct goal? That’s how you make the numbers work.
For us, we know that each lead is going to have a certain percentage attached to it. And
look, we’re very easy going. We aren’t force feeding people or trying too hard to get
them to do stuff they don’t want.

It’s pretty simple here. If you want to grow past 7-figures we’re the safest and most
predictable way to do it. We’ve hit all the roadblocks you're hitting. Solved them. Built
systems ​around​ them. And we’ve helped over a thousand clients get what they want in
their business…

There’s not a pitch fest here.

What you ​do see,​ is demonstration. Actually showing you how we can do what we say
we can do, and then at the end of this report, I’m not embarrassed by it, I’ll probably say
“Hey you wanna talk and brainstorm some ways to grow your business? Here’s a link.”

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Maybe not, but maybe I will…

Do you see how this feels so natural to me?

It’s not because I’m special, it’s because I’ve followed my own recipe here and the main
goal of this report has been to offer VALUE and show you that we know what we’re
doing. The fact that you might actually really need us because you’re underpaid and
underrecognized and have been craving more from your business — that’s just a
bonus.

Let’s move on...

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Where Do ​You​ Fit Into This?
There are a lot of problems one faces in their business, as they attempt to ​grow it.
Staffing issues, taxes (ugh), tech & software problems, and a million other little things
that can choke out growth and be detrimental for a business…

But NO problem is as costly as the lack of proper marketing, proper advertising.

Our mentor, Jay Abraham, works closely with a well known business guru named
Daymond John. Daymond is famous for saying “​Sales Cure All.”​ He’s right…

Businesses don’t go out of business or dissolve into bankruptcy because they can’t
figure out the landing page software to use or any other tech issue for that matter. They
go out because ​the revenue being generated from the business is less than the
costs to run the business.

Obviously you know what “profit” is and all that…

But, ​profit comes from​ proper advertising.

More than a “chiropractor,” or a real estate “agent,” or a “widget maker” or a “XYZ you
name it” — you are an entrepreneur who must understand & ​deploy​ proper advertising
for the purposes of GROWING your business and producing positive yield.

The “secret” to getting past $500,000 per month or even $1,000,000 per month ​as an
expert i​ s simply this:

Master the offer: ​the proposition you’re making and the value locked up inside it​.

Master the lead gen:​ getting enough ​attention​ so people can see what you do.

Master conversion:​ taking attention and converting it into revenue / clients.

And then, of course, making sure you actually deliver on whatever promises you are
making to your clients.

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We’re open and willing to brainstorm this with you, based on your specific business, the
outcomes you crave, and I know for a fact that we can probably help you but if we can’t,
we’ll c​ onnect you with someone who can.

Use the link below if you’d like to schedule something with me, Chris or our team.
Looking forward to connecting with you :-)

www.TrafficAndFunnels.com/consult

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