IFF Sales Recovery Webinar [June 2026]

Us.

Super.

Lovely to see you all.

feel free to have videos on if you want.

It's always fun to get to hang out with everyone.

audio off, an eye on microphones and just, yeah, come and say hi and hang out in the chat.

Where are we tuning in from today and how are we dealing with the heat wave?

If you are having one, it is ice, ice and more ice in this household.

we are literally, dying here in the uk.

We are not built for hot weather or any weather.

We like to complain about it all the time.

So.

So that is life this week is managing the heat wave.

Whereabouts are you tuning in from?

Let me know.

And, yeah, what are you up to?

So I'm on the west coast of Wales.

If we haven't before, like, literally, if you go any further, you're going to hit Ireland, kind of all the way over on the west coast.

And, it is, it is hot.

North, north Scotland, only 26 degrees.

Yeah.

Yeah.

But it's, yeah, South Africa.

you have winter.

I'm actually jealous at the moment.

I would happily swap back to win for the sake of, for the sake of this week.

I have to be in London on Thursday and it's going to be 34.

I don't know how I'm going to survive that.

That is going to be entertaining, to say the least.

So I am going to try and keep an eye on the chat and then people over there.

There we go.

Organise my little screen and then we have slides and we can get into today's workshop.

Is so, so lovely to have everyone here minimise that represents that.

There we go.

Let me know in the chat.

Can you all see my slides?

Has that successfully appeared where it is supposed to appear?

We had, We have had zoom, zoom things all over the place.

Fabulous.

We have, we have slides.

They're great.

Thanks so much for saying that, Michelle.

wonderful.

And then, yes, feel free to use your AI.

So things.

I'm a big fan of AI.

Mine is hiding somewhere in the room transcribing things.

It's always nice to have a backup recording, so I am down for that.

Okay, so welcome to today's webinar, the Sales Recovery System.

And it is my three part Attfield sales system of what is actually working in 2026 and how to turn, all that unpredictable everything into consistent revenue.

Because that is one thing we all really want to have.

So I am going to run through everything today.

I will admit I'm a fast talk because I have lots of things I Love to share.

And so we have lots of content to go through.

There will be a real replay, which you'll be able to go through and you'll be able to pause and everything, so don't worry about that.

And, I'm excited to go through.

Please feel free to leave questions as we, and let's get started at the very beginning.

So this training is going to be really valuable for you.

So this is just like a practical cheque in.

If you already have an audience, you have offers, you have paying customers, if you're completely brand new to the point you have none of that, probably, but too far advanced, you know you're capable of more, even though your account balance doesn't match your potential right now, you know what sales funnel is.

In fact, you may have built one or two for your business, but the results have just been.

And you're willing to try out some paid ads to fill in the gaps and boost your results across the whole thing.

So that gives you kind of the tone for today.

So you know where we're going and as long as you're willing to, like, experiment with some new strategies, you will have a great time today.

And, as we share all the things.

So if we haven't met before, properly.

I'm Amber, it's lovely to meet you.

As I said, I'm based in the west coast of Wales.

I'm a paid ad strategist and I mostly work with people in, like, the coaching consulting space.

and I have, over the course of my career doing ads, manage over $5 million in ad spend.

And whilst I have worked with the breadth of people all the way up from like super fancy authors and seven figure brands, most of the people I work with tend to be in that space where they're trying to hit consistent 10 or even 23 months, that's like the next big milestone that they want to hit.

I am the creator of the Invisible Funnel formula, which you'll find out more about today.

and a big thing which has influenced the way that I have ended up doing marketing and ads, it's the fact that I have chronic fatigue syndrome and fibromyalgia.

And so everything that I did had to be something that worked on my worst day as well as my best shiniest self days.

And so there was a lot of automation and there was a lot of preparing for days when I just was not going to be available.

So if you have a life where you have other things which mean you cannot sit at a laptop for 80 hours a week.

this will automatically be helpful for you because it was designed with that in mind.

Mind.

another thing that I'm at, Mary Poppins of Facebook ads.

This is my favourite ever thing that someone said about me and I'm adding it to all my bios immediately.

so I recently ran a poll, and I conclude this, I think it's important, and it received like 300 people.

on the topic of what is worrying you most when it comes to marketing and sales this year, and these were the results and most people voted for what the heck is actually working in 2026 in terms of getting sales in.

But all those other things in terms of like a.

And the trust, recession, all those things, they got votes too.

Lots of people were worried about all of those things and, there was someone for all of it.

So if any of those things resonate with you in terms of what we want to sort out this year, it's not just you, it's.

The game has changed, the marketing landscape has changed and we're feeling the effects of it.

So if any of these things sound familiar, stick around today.

So if you've got your offers, you built your funnels, but sales still feel painfully precarious.

Marketing is feeling just harder than ever.

And it's feeling like you're getting like half the results for, more work than you ever had to do before.

And if you feel like you spend way too much time thinking about your business and marketing all the way through the week, you're still just not signing clients like you used to, and you're seeing other people complain about that as well.

But what I want for you instead, and it's something we're going to show you how to do today, is having a kind of marketing system that shows you what's working and then when it isn't, tells you what to do about it.

So I think that's the biggest thing, is when you feel like it's not working.

And what the heck do I do to fix it?

I want you to feel like you can do less when it comes to your marketing because you know that everything you are doing is actually working and you're not doing things on the off chance they will eventually pay off.

And I want you to be in a place where things are consistent and sustainable enough that you can plan further ahead in your life.

You can commit to events, you can submit to travel plans, you can make one fun life upgrade.

Because we're in business because we want to fund things in our life, we're not always hanging out here for the sake of wanting to work.

and also I want you to feel really secure in the work that you're doing and not like AI is going to suddenly come and snatch your business from you.

Because I really do not think that as a bigger problem as we think it is, if we have done our work properly.

So we're going to cover today one the hidden sales leaks that I mentioned when you signed up for this workshop that are quietly costing you your bookings and revenue every month.

My hot take on what I think the real root cause of that is why I think you need a marketing ecosystem, not just an extra funnel.

And the signature methodology that I, came up with that, brings in those consistent sales and builds you that audience of high ticket buyers.

repeat.

And this works as well if you sell low ticket.

And it probably can work, especially if you sell low ticket, but if you do high ticket coaching services or anything like that, it works beautifully for that as well.

So let's dive in to the sales leak thing.

Lots of people are feeling the pinch.

I'm seeing it all over the place.

I feel like I can't open Facebook without someone going, my God, what's going on?

And so people who rely on referrals are seeing fewer of them.

The content's getting attention, but it's just not converting into sales in the way it used to.

Proposals and sales calls that would have closed easily last year.

Now getting more of a let me think about it thing.

And you can't tell always if it's the market, if it's an AI problem, if it's your offer that's gone off, is the pricing wrong?

And I think that's the most frustrating part is when you just don't know what to fix.

but when it does come to fixing it, I feel like we also know what we don't want.

Because does anyone want to do any of these?

You can tell me in the chat.

Do we want to be having to post three reels a day on Instagram and just play the media game of volume until it works?

Do we want to be doing more big production, throw everything at it in order to get the results in type by viewing that we then have to drag across the finish line and then also drag ourselves off the floor because we're so exhausted from having to do it?

No.

Like, who wants to do that?

and so instead I know we all want this because I'm also a business owner and I want it, which, is a predictable way of getting those qualified buyers back into our world, that just works.

And that's what I went looking for when I first came up with a strategy which is actually a few years ago now.

And so it's been tried and tested and battle proven and it's just a delight.

So I'm very excited to share you the details as we get to that part.

but in order to get to that, we need to plug those sales leaks.

And every business is really just a customer journey.

It's really, a place from someone who has never met you before all the way through to they have pagey.

That is marketing is getting people through that journey.

And so when our sales start slowing down or something's not going right, it's because that journey is leaking somewhere.

those are the sales links, sales leaks.

And, the thing is, I think most people go about fixing them in completely the wrong way.

So here are the five sales things that I wanted to talk to you about today.

And, we're going to start at the top, which is the audience leak.

So if you find that when you are running webinars like this or anything else, it's the same names, it's the same faces every launch, it's the same people who reply to your emails and, you're just not replenishing your pond quickly enough because if you keep fishing in the same place, eventually you're going to die.

So that's the audience.

That's a bit where you don't have enough people coming in at the beginning.

Then we have the next one where we just aren't holding people's attention.

And, your message sounds like everyone else said that's where you might have people finding you, but they scroll on past, they're just not really paying attention, they're just not interested because there's nothing which is grabbing them and making them invested in continuing to learn from you and then read your stuff and then buy from you.

The next one is a demand.

Think where they might love your content, they might show up to all the stuff, they're very enthusiastic.

But then they just don't buy and you're like, well, why am I getting, sounds great.

And then, okay, then why don't you buy it?

Well, that's usually because they just don't see the problem in the way that you've presented it as urgent enough to actually spend money on right now.

Might be a later problem and we need to fix that.

The next one is the conversion leak, where calls go, well, proposals, but producers go Cold people just get like all the way to the edge and then stop.

So it's not as if they are in the previous step.

They're actually like almost ready to buy and then something is stopping them and that's something you can fix as well.

And then the final one, which I think a lot of people miss, is the follow up leak, where every time you go to promote something, you're essentially starting from scratch.

And this is especially true for people who do tend to do live launches.

And if you run ads or you do other promotional things to get people signed up for your thing and then you sell to them and then after that you're like, okay, on to the next one.

And so all those old people who, who came in from past events, like every summit you've ever been spoken at, every bundle you've been part of, all those people who came from that, they're just kind of sat there and you're sort of going, well, we'll wait and see what they do.

You're not actually creating a follow up which brings in those new, sales.

So when it comes to fixing any of those, I actually think we're asking the wrong question.

And this might be a bit of a hot take because I think we don't actually want to be talking about how we fix those funnel leads.

I'm actually more curious about why we have them in the first place and that's what we're going to look at now.

So the old model is struggling.

We're seeing that all over the place.

I have so many conversations with people about it and there's a reason for that and this is what I think it is.

So you've probably seen this before from any number of bros and other non rove marketers of that funnel shape.

Right?

That looks pretty familiar.

Yep.

And the idea is you put these in at the top and hopefully you get sales out at the bottom.

But the reason the funnel is shaped the way it is is because the idea is that, at each point you lose people.

So it gets further and further down, you get smaller audiences, smaller people, smaller people until you get to the very end.

So if you start with 100 at the top, you might only end up one person left at the bottom because they have left at every level.

And it's shaped like that because it squishes people.

And so even if we add countdown timers and bonuses and any other kind of tactics, which are what you would then layer over the top of a funnel in order to get people to make A decision faster in order to get people to choose to join like that.

That's basically why we have all of those things that we've become so used to.

Sales pages and things.

Having countdown times and having a bonus stack and having that little list of things where it's like, here's the usual value of Things.

It's worth $25 million, but you can get it for 27.

The whole reason that exists is because we had to layer tactics on top of it to make it work because it was so difficult to get people, get people through it.

But whatever you do, it's still what I call the squeeze them until they pay system.

You're squishing them through that funnel and you've just put some pretty tactics on top to try and make it look more fun than what it actually is, which is just pressure, pressure, deadline things until someone pays you.

And that's uncomfortable.

And I don't know about you, but you can feel when you're being sold to like, have you ever had someone who's like dropped a DM and it's like, hey, how are you doing?

Haven't caught up with you in ages.

And it doesn't feel like a genuine message.

You're like, okay, what do you want?

What are you going to try and pitch me?

You know what I mean?

There's this kind of vibe to it and I think that's why there's like car dealerships get such a bad reputation.

It's not because buying a car is particularly horrible, although it can be.

It's the fact that there's this kind of stereotype of how that particular salesperson treats you.

And more so now in our world as well.

I think people know when they're in a funnel.

Like we know that your webinar is not magically happening in three minutes.

And I just stumbled across it.

I know that your flash sale is not actually ending in two days.

I.

You know what I mean?

We know.

And so we kind of have that built in scepticism of it.

And in order to get people through it, it's almost like we're dragging people through a funne, trying to get them to the end and layering in all these tactics to make it work.

But I don't want to be dragging our clients kicking and screaming through a funnel.

I don't like feeling like I'm being shoved through a sales process and no one else does either.

So instead I think what we actually need and what I've seen working so beautifully now is not having those squishy funnels, but instead creating an ecosystem for your sales which allows people to arrive at that offer at the right time and at the right temperature.

So if you know that whole idea, if you've got a cold lead who is nowhere near ready to buy warm and then hot, you want to make sure you're pitching your offers to the right people at the right phase.

And my favourite way to automate that, where you get to push people to where they're supposed to be is with paid ads.

And there's two reasons for that.

One I'll get to in a second.

But the other one is that it means that you don't have to have those heavy like in time intensive funnel builds, that we're also used to seeing, you just don't need it.

And that's what makes this so beautiful and so lean.

And ads can solve a heck of a lot of problems that we don't usually think about.

I think a lot of people think of, yeah, paid ads will get me more people signing up for this free thing.

Or I can sell a low ticket offer with paid ad so I can sell this thing with it.

And it's very straight to like cause and effect, but actually you can do a lot.

So if you feel like your social posts never reach new people and all your comments are coming from bots or just other people in your industry.

I have a client who is in the wedding vendor space and all her comments are coming from other vendors, like, looks great babe, doing such great work.

And she's like great.

But where are all the brides?

Where are all the people getting married?

Those are the people I actually want to see my work.

and that's a problem.

And also if you have like an email list that you have really put effort into building but now your email open rate is like 30% then you're missing a whole bunch of people.

And also if you have the issue where more people are unsubscribing every month because you're emailing them, then they are joining.

Your list is shrinking every month.

And that's another problem.

And if you find that you're just, you're not making consistent sales when you're offline, when you're burned out, when you're buried on viewer to do list, anything that pulls you away from the business means you're going to have a sales drought.

We can solve that problem.

And also if you have loads of stuff to sell, like if you have one of those everything pages on your website, that is all your stuff.

And you're like, I want loads of things.

You can have whatever you want.

but you only ever make a sale if you're launching something or doing a flash sale where you put a massive discount on something and you have to really like entice people to get them to get their wallets out and they don't just buy it on a normal day.

That's another problem that we can solve with ads.

You can do some real magic with them.

And as I mentioned with your whole open rate situation, if on average and 30% is actually pretty good, if you're on average only 30% of people open your emails, how are you reaching the other 70?

Like we're losing 7 out of 10 people who join your list because they're just never going to open an email.

And if the algorithm isn't showing our content to all our followers like you'd think if you chosen to follow someone that meant you wanted to see their content.

Right?

But you probably know this from your own content.

You'll see something you post posted and like four people saw it.

When you've got 400 followers, where's everyone else?

Well, algorithm is not in our favour so we need to reach these people.

And while you can't force someone to come along and engage with your content and you can't force people to read your emails, you can hack this a little bit with the ads piece because we can then use some clever low cost ads to make sure that the content that really matters is getting in front of of both your current people who are in your audience and future people who are going to come in and buy from you eventually.

And this is where actually that whole paid play thing that people like to talk about when it comes to ads actually works in our favour.

That's a good thing.

That means we can actually sidestep all of those annoying problems and just fix it immediately because we can make sure that people are seeing the stuff that really matters.

So with paid ads you usually see them in two places and you'll recognise these kind of ads.

You're seeing it in your newsfeed and you might if, if you've ever bought any other kind of ads, trainings will probably have seen them fall into one of these two places too is that we use them to get the lead.

I we're getting some among your email list.

Please sign up for my free thing and Please don't unsubscribe 5 minutes later.

And also to buy my paid thing.

So it's usually something small and tall kitty as what people like to do.

But they're actually quite hard to get right because not only do you have to have them be cost effective so you're not wasting money, you also have to get the right kind of people into your business.

And that's another big problem I see all the time is people growing their email list with people who are just genuinely not the right fit for any of the other things they sell after that initial offer they put out.

So this is where I think a lot of people have ended up feeling a bit burned by ads as they tried to do one of those.

Let me know in the chat if you have tried to do one of those and they just didn't work out in a way that made you feel like it was worth it.

But ads can actually do a lot more things for us and without costing us a huge amount of money in order to make them happen.

So that first piece where it's like we can get them to put us in front of future ideal buyers and introduce us to new audiences.

Those your visibility ads that can solve that problem for you.

If you want to be like building trust with people before you ever ask them to buy something, which is what a sales funnel usually does.

You know, the whole email, email, email sale or webinar or whatever it is, this can do a lot of that work for you.

And those are your nurture ads.

Now next after that is making sure that you're showing the right offer at the right time.

So you remember how I said earlier, you've got like cold, warm and hot.

You want to make sure you're showing the offer to the right people.

If you are going straight at people who have no idea who you are with, want to buy my thing, obviously most people are going to go, no thanks.

But if you show it to them at the right time, it's going to be like, yeah, I know you, you're great.

I love your stuff.

I completely trust that you're going to do a good job with this.

And so then we want to present the offers.

And then lastly, that group that I mentioned where I was like, they've already bought something from you in the past.

They're actually the best people for me to go back and try and get more sales from those, your retention ads.

And as soon as I put those kind of things in for any client, you just get ping, ping, ping of a whole bunch of people who just sat there almost waiting for you to ask and give them something that was the next step for them.

So this is what I call the invisible funnel formula that I mentioned earlier.

And it's such a beautiful system.

I love it so much.

And it literally takes someone from having, never met you all the way through to buying from you in a way that is just such an organic ecosystem kind of experience compared to the strict funnel thing.

And so this is what it looks like for an actual, client of mine that I've worked with.

And she works in the fertility space.

And it starts with video where she shows up and is very clean and expert and genius at what she does through to building trust because she's proving that she knows her stuff and she's a valuable person to keep learning from through to joining her mailing list and actually, saying, I don't just want to see this on my newsfeed, I want it in my inbox.

And I'm actually going to invest my time into doing more about this topic and then lastly inviting people to buy her programme.

And so the experience of what that looks like from your in it, as the person who we are selling to is a bit like this.

So the first thing you're going to see is just normal content, as if you're scrolling on your phone.

We all spend a bit too much time probably scrolling on Instagram or TikTok.

And, you're gonna see content and go, yeah, that was good.

And then maybe you follow, maybe you don't, but then you start seeing them everywhere and you have that like, my God, they're everywhere kind of experience and it subconsciously makes us go, they must be a big deal because now I'm seeing them everywhere and they are a big public personality type thing.

And by seeing more of their content, it's doing that, like whole know, like, and trusting where you have to see like a certain amount of pieces of content or have a certain number of touch points, before you are actually warmed up and you're kind of, trusting that brand and that person.

So it's doing that for you by having people then go, my gosh, look at all this great content.

And then by the time that the low take it off or the lead magnet shows up, it's not just, hi, you don't know me, do you want my thing?

It's, hey, you know all that great content of mine that you have already seen and already interacted with, do you want something more from that?

And then you make the invite and then after that you get the invitation to buy and then after that you just keep presenting the next perfect offer.

So I might scroll through and see a really great video all about, how to be a good public speaker.

And then it's more things about, like, how to get booked on stages.

And then it's like, how to write your signature talk free guide.

And I'm like, yeah, I definitely want that.

Sign up for the free guide.

Then it's an invitation to buy, which is, like, how to become an amazing, keynote speaker on, like, the conference circuit.

You're like, yes, I want that.

And then you buy it.

And then the next thing is, do you want to come and have a VIP day with me where I will help you match out your signature talk?

And I'm like, yes, take my money.

Whereas if you had started with, hey, do you want me to come and build out your signature talk?

I might have gone, not right now.

Like, no.

But doing all those other pieces has basically taken you down through the journey to the point where it feels like, to me, perfect timing.

I'm so glad that offer showed up rather than you having to persuade me or drag me through a funnel in order to convince me that I should want it.

Why she wants to buy it.

So the invisible funnel, the invisible funnel formula, does some really beautiful things.

And what it does, instead of that whole Russian type funnel, is it recreates that serendipity of someone discovering you and loving your content and becoming a super fan without needing a pushy funnel.

It's going to fix that entire sales flow and fix those sales leaks at the source so you're not having to post more or launch harder or do anything else in order to suddenly make things work again.

And you don't have to then have any tactics that you don't feel great about.

I know a lot of people who serve, like neurodivergent entrepreneurs are like, you know what?

I don't really want to do countdown timers if I want to give people space, and I don't really want to do that.

And I don't want to do this, but I know I should because that's what works.

And then you end up having to do things that you don't feel great about.

But it you feel like you have to in order to be a good marketer.

You don't need any of that.

You can pick and choose what you think works for you.

And then it becomes this whole beautiful automated acquisition engine so you can get more clients naturally showing up at your door without you having to write a single funnel page.

And I don't Know if she noticed in that one.

But there was no understanding page and then this upsell page and this downsell page and email, email, email, then this sales page.

There was none of that.

And you can have that if you want to, but there are certain places where it slots in and it's never usually at the front, which is where most people put it.

And having that automated acquisition engine has genuinely transformed my business and it has transformed the business to so many of my clients and it's just a complete joy to have.

So the great thing about this is that it works.

And what works so beautifully about it is, that people often say to me, if that sounds expensive and that sounds like it's not going to work as well once you have this whole ecosystem because you're not doing the normal tactics, what it does.

And you can see here, we're getting people like, leads into their business for like a dollar, which a whole bunch of other ads experts are out here telling me is impossible.

It's not.

And also it works in terms of us having people convert into sales at, a rate that a lot of people are not getting anymore.

For example, in this top left one here, we've got your purchase return on ad spend, as eight or five.

So that means that for every dollar we spent, we got five back.

And I don't know about you, but that's a slot machine that I will pay, I will play it all day long.

And it works across a whole bunch of different spaces.

We've got someone who's a spiritual leader.

We had a parenting expert, we had a niche business coach.

And so it works when you're selling things like, hey, you have a highly sensitive kid who's coming home from school every day completely, like, overstimulated and like, crashing out.

Here's how you deal with that.

Here's how you rediscover your spirituality.

If you came away from organised religion as, a kid, now you want to rediscover it for yourself.

That's what that person was.

That worked beautifully.

you know, the niche business coach was actually talking to other people in the wedding space that I talked about.

So it doesn't only work if you're in that place of I will teach you how to make more money.

Hey, sue, no worries.

Catch on the replay and it, it works across all those different things.

So it works when you're teaching how to make more money and it works when you don't.

So let's talk about what the system actually looks like.

This is like the revealing of all the things of, how this actually works.

So we're going to start with the brand authority system.

Because you are an expert, you're excellent at what you do.

You wouldn't be here otherwise, you wouldn't have the business that you have otherwise.

And, the only thing we have to do is make sure we're showing people how good you are in teaching them that.

Now, when it comes to visibility, there are lots of ways to generate it, but I like it to be fast and it has to be high control.

And here's what I mean by that.

So I have been doing some really fantastic speaking things recently where I have come in and been a guest expert in other people's memberships.

That gives me a lot of control because I can deliberately choose memberships and courses where I know all the students are there who are ideal clients for me because of the context of the membership.

it's not fast.

It takes so much time to pitch people and then figure out what you're going to talk to them about and then go and deliver it and then get, you know, it's not fast.

And the great thing about ads is that it does both.

And the thing is, with fast, which is like going viral on social media, you have no control who is going to see that video and you don't know who is actually going to end up on your list.

Whereas this way you can have.

It's quick, it's, it's really fast to do, but also you can be very specific about who you're targeting to make sure you're getting the right people.

And as I mentioned earlier with my whole like, fibromyalgia thing, I was like, I need the quick win.

I, I'm going straight for what is the most effective, fastest thing because I do not have the bandwidth to do all the organic things.

And that's why I ended up there.

And, what we need to do at this point is we need to find your ideal buyers with ads at the very start of the journey.

So we know that everyone who is coming in is going to be a great fit.

And we do this with video ads.

And the reason for this is because they create the most powerful kind of audience, which I'm going to come back to in a second.

but they, this is the best way in order to get people to get to know you, like you understand, how good you are at what you do.

It's the fastest thing because you can have one video which is like, you know, here's a, here's A great way of getting better results with ads.

And people immediately know, she's an ad person, she knows what she's doing.

She said something useful.

And this is relevant to me.

Easy.

and so that's why I say to people, you don't need social media to make this work because you don't have to post more.

I.

I famously have a, nine grid.

Actually, it's a 12 grid.

I have nine grids.

It's static one on my Instagram.

It's been there for over a year.

I do not post on Instagram.

I do none of that.

And yet most of my clients still come from social media because with doing it this way and it doesn't cost a lot to do, it costs like $2 a day.

So you probably have a subscription somewhere for $60 a month, which is not actually helping you that much.

And if you put it on this, it will transform everything.

And they look a bit like this.

So just so you know what I'm talking about, you're looking at videos where people are talking to the camera, teaching something.

It's a clip of them on a podcast.

And if you've never done video, content for social media before, I promise you it is not as complicated or difficult as you think it is.

And you can have really low production.

They don't have to be fancy at all, video ads, and they do beautifully.

And I think the reason they do beautifully is because we kind of go through phases of what is popular when it comes to content.

And I don't know if anyone else has been in the online coaching space for as long as I have.

We had this time at the beginning where all the female coaches were, like, in ball gowns in front of the Eiffel Tower, living their best life.

And like, like, Glossy was in.

And we got to the point where we're all so sick and tired of the glossy.

As soon as someone showed up on Instagram in their pyjamas with their hair up in a bun being like, right, guys, we've got to talk about marketing and sales and things and stuff, they were just like, yes, please, what a breath of fresh air.

And we have got to that point again.

So whilst glossy and beautiful can do really well, the raw and the real is, is what I'm seeing work really well behind the scenes of ads and things now, basically ugly ads.

Ads are doing perfect.

So it's really very, approachable in a way that it perhaps wasn't previously.

But not just any old video ad will do I want you to be creating what I call handshake content.

Because this is your first introduction.

This is what's going to really set the tone.

And so this brand identity content needs to create the belief in people that you can help them solve their problem.

So that whole idea of, I'm going to create this video and it's going to be B roll with some text over it and it's going to go viral or I'm going to like dance to this funny song, it's useless in this context because it's not actually doing something which is going to get help people get to know you and create the belief that you can solve their problem.

So that's why I think talking hopefully was the best.

and so while polished and polite looks very pretty and it blends in, what works so well here is the brave and the disruptive and the opinionated content.

So if there's something about your industry that you think very strongly is incorrect or usually done wrong or overlooked, that, is the kind of stuff we're going to need to bring out at this stage.

Because we're not talking rude when I say opinionated and destructive, but we do need memorable.

And there's a specific formula that I built for, making these video ads always work so well.

but that's what we're looking at at this stage in the process.

so we want something that has a distinct point of view and a really crystal clear message so that we're establishing you as someone to trust.

And that has to happen at very beginning.

and if you're thinking, great, I've got some reels on my Instagram, I'm just going to boost those and that's going to hack this whole thing.

Please.

You, want to make sure that whatever you're boosting is establishing authority, creating that belief and trust, but also generating demand for what you do.

And, the tactic here really is just that you are the magic in your business and we need to showcase it because the whole thing we used to have where it's like, I have information that you don't have, come and pay me for it.

We're kind of moving on from that because of AI and now it's more about your expertise and more nuance and nuance in the way that you approach things.

Basically it's you that we want and that's why we want to showcase it.

So do you remember how I mentioned earlier that the video ads create one of the most powerful audiences you can have?

Well, here's why when you run ads to new people, if you've ever run ads before, you have some options and the ones that are used most frequently are, look alikes, where you like, upgrade, upload your email list and go, more people like that, please.

Or you use interest, where it's like, people who are interested in these topics, please show my ads to those people and those are the options you really have.

or now with more of the Meta AI updates, you can just give them no, no context at all and let them do it for you.

but the way that it's Meta and Facebook and Instagram are then going to go into size.

Who to run your ads to based on that is with interests, which they use to inform and like tag the people who use their platform.

And you can go and cheque what yours are, because these are all the sorts of things that, Meta has given me as interest that I could then potentially receive ads for.

And so whilst the top ones are very clearly like business advertising.

Yes, great.

I click on a lot of those.

It has also tagged me with job search support, pet rodents hunting and shooting Florida.

Why is that an interest?

Cheerleading carpentry fantasy.

Why?

Why?

It's so stupid.

And so if I am someone out there who is, selling, recruitment services, I could run an ad for that and I would get it because I've got job search as one of my tags.

I'm not looking for a job.

I'm.

I'm unemployable.

It's never going to happen.

So if we are now the people who are out there running ads, trying to find people, and we're saying, yeah, I really want people who are interested in cheerleading because I've got a great course about fitness for cheerleaders.

how reliable is it that the people that Meta has tagged with cheerleading are actually people who want to do that?

Do you know what I mean?

It's just not.

But when you run video ads, you can then retarget the people who have actually watched it.

And so next time you're scrolling on your phone and you start watching a video on Instagram, I want you to count how long you watch it for, and for something that you're actually interested in, you start watching it and it's like, 1, 2, 3, 4.

This is already quite a good amount of time into the video.

So as soon as you have someone who is actively engaging with your content, you know that they're interested in that topic.

And so we are not basing all of our marketing on what Meta has guessed about people.

We're basing it on human behaviour.

We're looking for the people who are actually spending their time today on the topic that we teach and we want to sell on.

Michelle, so glad you're finding this helpful.

You are so welcome.

And honestly, if you take one thing about ads away from this whole session is please be mindful of this whole malarkey going on in the background.

So the bit we've just talked about is getting you attention.

It's that bit at the very beginning where it's like, okay, you've watched this part of the video, you're clearly interested in this topic.

I can now retarget or I can find more people like that.

But the next next step in that whole customer journey is now you know who I am and hopefully you like me because you've actually got to see me on camera.

I want you to trust me because we don't buy from people we don't trust.

We don't invest in people we don't trust.

And so that's the next thing.

Now if you're missing this part of your ecosystem, as in you have this funnel leak, then you're going to be experiencing some of these symptoms and a lot of people have this issue and that is freebie ghosting.

So people sign up and immediately unsubscribe.

If you get that issue then you, this is the problem.

you have low show up rates for a whole bunch of things that you do.

So I have someone, who has like hundreds of people.

Well, I had someone, had some of the people sign up for the webinars and like two people would show up live.

that's a problem with this one.

they have this whole like, it sounds great, it sounds great.

But.

And they just disappear.

So any of those things, you have this problem and this will help you fix it.

So quick question because I want to cheque in.

Sue, so glad, you're loving this.

how confident do you feel about showing up in this way that I just talked about in terms of showing up and being on camera and being on video and doing that?

Because I always like to do a quick cheque in and be like, how are we feeling about doing that piece?

Because I know not everyone does that.

and it's always good to know where we're feeling.

sue, lovely, so happy.

can do 10amazing K6.

Good.

Michelle, I'm glad you're warming up to it and please, I promise you it is not as scary as we think as we think it is.

And I think it's also worth, I love kind of watching my own behaviour to then imagine how other people are doing it.

And when I'm watching other people's videos, I very rarely go, my God, look at her hair.

my goodness, look at how ridiculous she looks like.

People don't actually think that.

Instead they go, wow, she's so brave.

I wish I could do that nine times out of ten that's what people think.

And knowing that about myself as well, that makes me feel better about going, showing up, because I know that's just how people actually react compared to how the little gremlin in my brain thinks people will.

So I'm very glad we're warming up to it.

That's as good to know.

So part two, the demand gen piece.

You remember saying earlier about how we might have people who are like, yeah, sounds great, but it's not an active thing they want to spend money on now we want to generate demand until you are at this level of I need it now, give it to me now type people who are like, just give me your stuff.

That's what we're going for.

So do you remember our original little triangle funnel thing where leads go in with top top and hypothetically come out of the bottom.

You're welcome.

Kay, see you on the replay.

But we've added an extra layer.

We've added that trust building thing at the very top because people have already got to meet us.

now we need to generate the demand piece because we can, because we're clever cookies.

We have built up that audience of people who watch our videos.

Now we can retarget them because they've already essentially raised their hand by spending their time on watching it.

So now we can then use educational content to highlight the things that your offers or your membership or whatever solves in some really simple ways.

So this is where you might have some like case studies about it.

You might have some really great carousel posts, you know, whatever you want to create.

in this, in this particular part here is going to be helpful in terms of people going, okay, I need to do this now.

I have this problem and I really need to solve it.

And that's the thing we want to have people starting to feel.

And here are some examples of what this can look like.

So this one over here is a lovely little carousel poster.

a friend of mine called Jackie runs, she's also an awesome ads person and so she's saying I've stopped recommending running ads to book a call funnels and here's why.

And so if she delivered that ad, to people who have watched like a video of hers on like how to get more clients with ads, and, and have the kind of service you would need to book a call for, you're probably going to read that.

And then over the course of that carousel you can kind of see what her opinion is and it's going to make you go, okay, I need to do something different and it's going to motivate you to do something thing.

This one in the middle is literally a photograph.

This is a photo with some text on it.

You can make this in canva and that's it, you're done.

That's the whole ad.

But it's persuasive because it's saying, look, when you finally launched a group, you made money and you've got enrollments.

Do you know, it's just having that evidence of look, this thing works.

It's going to make people go, I want that.

And that's why I sprained grabbing because I was like, that sounds great, I want that.

And it's a really good example of that.

And then the last one over here is Dara Patty.

She's another online design business person that I know.

And this is another carousel where she's basically just going, here's a flaw in the way I see people approaching launches and here's how you fix it.

And so by the time you get to the end of that, it's going to be okay, well then what do I do instead?

And that's where you have the demand for the thing that you want to do.

And again, this is a selfie with text over it.

They're super approachable and super easy to put together.

so what demand generating content actually does for us here is it moves people from that all that sounds nice to I need to pay and buy, pay someone or buy something in order to help me solve this problem.

Because we showed them that the problem is urgent enough and the outcome is desirable enough for them want to move and do something about it.

And that is the biggest gap between you like building your email list with people who are just like that sounds nice to the people who actually buy things.

And we miss, miss that so often.

And even if we put it in our emails, only 30 of people are reading the emails.

And that's why this works so well.

So you cannot skip this step because otherwise you end up Pitching to people who are curious but not invested.

if you don't have those educational pieces, you might, your pitch might come too soon because they're still in that sounds nice phase.

and when people start seeing you consistently, because that's that follow up bit, you stop feeling like a stranger and you start feeling like someone they know.

Like there's so many people on the Internet who I have never spoken to ever, but I feel like I know them because of how much content I've shared.

I've seen of those.

Like, there's, there's a UK influencer who's getting married this weekend and I'm so genuinely happy for her in a way that I am my real friends and family, because I know the journey that she's been on.

She got, she got stood up at the altar previously and so now she's getting married, the love of her life.

And I'm so happy for her.

I've never met this woman.

She has no idea who I am.

But you do.

You get to know people.

And on a smaller level, this is what we're doing here.

So that when people see your name they're like, yeah, yeah, she's great.

I love them.

and then also by the time they buy, people feel like they know you and it's not.

People don't feel like they're taking a risk.

So you get easier.

Yes, it.

And you get fewer refund requests as well, which I think is such a lovely thing to have as a side effect of all of this.

And once you have it, put in, because you might be thinking, gosh, I've got to spend money on making sure people see my carousels.

It seems like a waste.

No, no, because you can actually stack things on it.

And so I think every single one of those posts that I've just shown you had an offer attached to it where you could comment a keyword and it would send you the link to buy a thing.

So you can be building your email list, you can be selling a low ticket offer, and that's my actual recommended thing that you do.

And then having your low ticket offer, which is like, like a $30 thing, have an order bump and then upsells.

And my, my recommended way of doing this, just FYI is taking note, is to do low ticket offer.

order bump on the checkout upsell, which is then, another paid thing.

And then finally on the last page having, hey, if you just want to talk to someone about doing this a lot more.

And here are some options.

Come book a call with me because I have literally had people go from an ad that, where they bought a slow ticket thing, bought the upsell and then saw the page which was like, hey, do you want to just come and book a virtual coffee chat to chat about your ads and how things are going and I'll see if I can help.

And those people have been turned into ad retainer clients which are worth so much to me.

And that is such an interesting way to watch someone go from they have no idea who I am, have never met me before, to paying for my highest ticket thing so quickly.

Because this process just did it in such a quick and easy way and I think nothing else is like it when it comes to bringing people along like that.

so quick thing on this one in terms of what makes a really great demand gen offer because I also see people getting this wrong and I was like, I can't not include this slide.

That's important.

you want to make sure you're solving a really specific problem quickly.

It's going to filter out the people who just aren't ready to spend money on the problem that you solve.

Like it's going to filter out people who are ready to pay for it and it needs to be a now problem that's blocking their momentum.

So it's going to be like a nice little quick win and that's what's going to work really well.

And while I think you should start with a low ticket offer, you don't have to only have that so you'll eventually you're going to promote all your offers, all the things, you're not scrapping your funnels.

Even though I've been a bit like antifunnel so far, you just put them in their proper place.

So if you've already got some beautiful funnels built out, excellent.

We're going to put them into where they're supposed to be and show them people who have already been warmed up a bit.

So if you are missing this demand generating part of your ecosystem, it's going to look like you having low ticket buyers who just never buy another thing.

If you tried running ads, you might have a really high cost per lead and also you might find it really hard to sell your higher ticket office.

So whenever you promote something cheaper, fine.

Whenever you then promote the high super stuff, people just, just don't and nothing really happens.

And if you've ever been like, I feel like I'm just attracting free receivers, this is, this is probably the part that you're missing.

So part three, before we dive into this one, I'm going to get some of my iced coffee and my very sparkly iced coffee container.

How are we doing?

Are we.

Are we keeping up?

Good.

Fabulous.

Good to know.

Right on into part three, which is the automated cell system where we're gonna get all the money.

And this is literally my favourite gift of all time.

And I have Slack send it to me whenever I get a sale and it automatically Syncs from my ThriveCart through to sack.

And it's like, here, someone bought your thing.

It just, it just makes me feel so happy.

so, so happy.

I'm so happy that you love that you're feeling that way.

So do you remember our lovely little triangle?

Back to our original funnel, we've added the trust building bit at the top.

What we're going to do now is instead of just presenting one offer at the bottom, I'm going to go back just a second.

Remember how we kind of do.

We're gonna, we're gonna have you go through this funnel and you're gonna see my page and read my email and have my sales page and you're gonna buy my thing, right?

You're not just going to present one offer, you're going to give them a buffet.

And, there's reasons for this because the usual funnel experience is.

And I want you to think about this from your perspective.

You see an ad in your newsfeed, it sounds interesting, you sign up for it, you watch it, you get sent some emails and eventually you get the pitch for the thing.

Now, sometimes the offer might be great, but it's just not the right time.

I had someone who came to one of my webinars and she was like, I really want to do this programme.

Actually, this thing I'm going to tell you about later, but I'm getting married in four weeks and I'm going on honeymoon and I'm like, come back after you've been on honeymoon, it's totally fine.

so sometimes it's just not the right time, genuinely.

Sometimes it's not quite the right fit, sometimes it's not quite the right price point.

But once that funnel is over, you then usually get generic email newsletters until you get bored and you unsubscribe.

That's the usual thing.

But when we do it this way, you get the advertising.

That sounds interesting.

You sign up, you watch the webinar, maybe you buy, maybe you don't.

But afterwards you see, they're running a flash sale.

For another offer that's a better fit.

Perfect.

It was too expensive for me.

I needed something cheaper.

I just genuinely didn't have the cash flow for it.

Or you start seeing like something on storeys where they have like some VIP day spots and you're like, amazing.

Because the reason I didn't buy was I didn't want a course, I wanted someone to just do it for me.

And so you might be sat there, as the business owner going, why is no one buying my course?

Something's wrong with it.

I need to add some more bonuses, I need to tweak my webinar slide.

And all it was was that you just kind of chose the offer for people instead of letting them choose what was actually the right thing for them.

Because we don't tend to showcase what the other options are, we just give them the one.

And with this, over time people are going to get to know everything you have to offer.

So one, they know what the other options are.

So if you have multiple offers solving a similar problem, if they didn't want the course, they might want the low ticket offer or they won't want the high ticket one.

But this way at least they know it exists.

And also once people know that they exist list, they can easily refer other people to you and just come back when they're ready.

And, the number of people, as I mentioned earlier that I follow and who I love, I couldn't tell you what they do.

I actually have no idea because I maybe signed up for a launch for one programme, so I know about that one.

But do they also do one on one coaching?

I don't know.

Do they have other courses?

I don't know.

I don't go and stalk their website and take notes.

And the other things that they sell, I don't have time for that.

So in their.

Unless you tell people what you have, they do not know that you have it available for them to give you the money for.

I mean, want to make sure that we're showcasing them.

And as this, I've skipped ahead of my own slides because my brain went there.

Because could you tell someone right now what else they have and what they do?

Especially if you're new to me, could you tell other people what I do and what all my other things are?

No, because you just don't know yet.

And that's the same thing with your as well.

So with these ads, you can also do some really great things which include addressing the reasons why people might not buy in your sales ad.

So I Love brainstorming all the reasons why someone might not buy an offer and fixing those in the ad copy.

that way you're sorting out those objections before they even hit the sales page.

Because, by the way, we skim them.

No one is reading your entire sales page.

So you need to make sure that you're highlighting those pieces of information, otherwise people will never read it.

And also, you're creating more places where those Hostess leads can come back and buy your other offers.

And it makes sure your offers are seen as like, I'm removing the problem from your path and making your life easier.

because we've.

We've put it that way.

Now, one thing I think is really helpful to have, and I put this in again as an aside, because I cannot help myself.

And that is the power of live launches.

And all of this is automated.

And I think it's very important because some days we're going to get sick, some days something's going to happen, some days we're going to have things to deal with in our lives.

I mean, we want to make sure we still have the business running and making money for us when we're out doing other things.

but in the world where we've got a lot of automation and a lot of AI and a lot of other things, the thing I think a lot of us are missing, a live connection.

And that's why I really enjoy now going to live webinars.

Because isn't this experience so different than you watching a recorded video of me presenting a webinar that I did last year and is all glossy and perfect, but there's no one in the chat and nothing's happening.

And I'm not going off on tangents like it's boring, like we're so tired of it, we want the connection piece.

And so I really do recommend that, even if you want to automate everything, please put in a live launch once or twice a year.

Like, it will really make a big difference.

so if you are missing this final sales piece of your ecosystem, then you probably are experiencing sales being inconsistent.

Everything feels like it depends on one thing working.

If that breaks, we're screwed.

you're getting visible, but the sales are just not proportional to the effort you're putting in.

I've seen people with like 15,000 people strong email list who are barely making any money because they're just not doing the sales piece properly.

and you'll see big revenue spikes when something goes right or you did something and then dips the rest of the year because if you're not selling, no one's buying, rather than it being consistent month on month.

So you made it, you have survived the deluge of information and I'm so happy that you did because I hope you found some really helpful pieces in there.

because there's a lot of things I think go into making this work so well and the reasons why I think it works so well, which I'm going to recap for you right now.

So this whole thing we've talked about, it's not about just throwing money at a, problem, it's about creating environment where they just don't happen.

And my favourite storey about this is, about the airport that moved their baggage claim and it was actually Houston Airport and they kept receiving all those complaints about the fact that their baggage bags took forever to arrive after they got off the plane and they hired more people.

So they threw money at the problem and the complaint still happened.

They got it down to as tight as they could and they still couldn't make everyone happy.

They'll still Yelp reviews.

and so instead of trying to speed up the process even further, they redesigned the experience.

They moved the baggage claim further away from the arrival gates, which means that people had to walk further.

And by the time they got there, their luggage was already ready and waiting for them.

So even though the eight minutes were still the same because they didn't have to stand there going, where the heck is my suitcase?

They were happy about it and it was fine.

And so the whole thing we've talked about today isn't about throwing money at it, it's about creating a system where it just doesn't happen in the first place.

So we're building trust in advance so it's ready for when we need it.

So instead of waiting until, I now need to build some trust over here, we are, putting it in place before we even ask people to pay us.

So if the pitch has come before you've built trust, people hesitate and if they join before trust is built, they're going to turn off something.

and so we don't want to speed up the decisions process by like adding bonuses and adding countdown timers and putting pressure tactics on top of it.

We increase the walk time.

We give people time to get to know you and see how good you are and see what great results you can get before you get to the pitch.

And this is exactly the version for the airport.

So in the traditional funnel system, you've already pre chosen the offer for someone because they're in a strict sales funnel, there's no flexibility.

And, that way you might lose a sale together when actually you could have got an amazing one.

Whereas at least an invisible funnel version, you're going to give your leads in a tour of your entire office suite.

but you're going to start with the offer that you most want to sell more of and then work your way down with this, which is actually the opposite of the usual Ascension model, where it's like, here's the cheapest thing, then here's next most expensive thing, all the way up to the most expensive one.

Whereas really, if you're honest, don't you want to sell more of the highest ticket stuff rather than the lowest ticket stuff, to put it in the other way around?

So that means that you're always going to be reaching the right bar at the right time.

And so the people who are just like, please just do this for me, you're giving them that option right at the very beginning instead of making them wait three months before you tell them.

As, a reminder, this is what it's going to look like.

You're going to have video at the beginning content in order to make people, see how good you are, then the invites and then the pitch.

And that is how it appears from this side.

And it is genuinely, so nice to go through.

And it's such a fun experience because, you're not having that whole pushy thing.

And the great thing about it over here where you have the sales piece is that you see the first one, then you see the next one, then you see the next one.

And so basically you just keep seeing offers until you get to them.

It's the best of it.

So what this will do for your business in a tangible way is this.

It's going to create that whole predictable buyer flow.

So you don't have, like, yeah, I've got a sale.

I don't know where they come from.

You're going to feel like, I know exactly where they came from because I've been tracking them all the way through my entire system.

And it's going to get rid of that whole emotional roller coaster of unpredictable sales, because instead of something not going right, feeling like a personal rejection, you can watch how things are working.

And you can also see almost with like a traffic light system of, that's where it's broken and you can just fix it.

So now there's always something to optimise.

There's always something fun to play with.

Instead of you just having an empty sales thing and panicking about also turns ads into an asset for your business instead of a slot machine.

You ever heard that analogy of like running ads is like gambling?

It's genuinely not.

When you run it in this way because they are funding your business growth, you're ideally offsetting your ad spend with your low ticket sales.

So actually hasn't even cost you anything.

So you're breaking even.

your messaging and the way that you talk about what you do is constantly being refined because you can watch which versions people are loving and which ones they're not.

So you're finding new winning ideas all the time.

And so with this one you're not just just running ads, you are building this engine that's completely custom to your business and your brand voice and your people.

And so there's no more going.

Well that sounds nice, but I just don't think my people will love it.

Great.

Do it in exactly what your people will love because you've got 100 flexibility on it.

so it doesn't just make you more money, which is always nice, but it's going to make your business smarter and it's going to make it more scalable.

And another ADHD brain.

Ron, I put quick storey on the slide to remind myself of the thing that I was going to tell you.

I am under a non disclosure agreement.

But I will tell you there is a very fun business with someone that you absolutely know and you absolutely see in your newsfeed all the time.

And I got brought on by another ads manager who I love pieces to do holiday cover for her.

So she was going on vacation.

She was like, can you just like babysit my ads accounts while I'm away?

I'm like, yeah, sure.

She doesn't tell me who's out accounts until I get in there.

And I'm like, you just really, you want me to babysit Taylor Swift's ads like the Taylor Swift of the online business space?

And I was like, okay.

I went and looked through it and I was like, wait a minute, this is the invisible funnel formula.

And that's what they're doing behind the scenes.

That whole exact process, of every single ad I talked about was in that ad account.

And I was like, look, they're doing my thing.

And then couldn't tell anyone about it because I have a non disclosure agreement.

So that's my version of that.

And it's just so fun to be able to see that the big names are doing this behind the scenes, we just don't know about it because they don't teach it.

And so when you're seeing people in your newsfeed all the time, start clocking how many of them are actually ads, because they're probably doing this, it's really interesting to see now there's a bit of a gap here between you knowing how to do this and actually doing the doing of this.

And this is what I believe it is, because it's not just about implementing it.

It's about implementing it the right way.

Because there are hundreds of businesses out there with active sales funnels.

They're making videos, they're sending emails, but they still haven't hit their income goals yet.

And this might.

Might be you as well.

You're like, yeah, you're on my list every week.

and it's still not working.

And we've all seen crap sales pages out on the Internet.

Like, you've probably clicked on something and gone, I can't believe they publish that.

And, we've seen amazing ones.

We're like, wow, how do they build that?

And no one publishes things thinking it's crap.

No one does that.

It's not what you do, it's how you do it.

There's nuance to everything.

There are ways of doing everything.

And I've definitely seen people come to me and be like, I've got a freebie and a low ticket offer and a sales page and a webinar, and none of it's working.

And I'm like, yes, because all of them are not actually functioning.

They're all broken.

They all have rust on them.

And as soon as you start polishing them up and getting them right, then it works well.

and that's why it works the way it does.

no worries, Michelle.

See you on the.

See you on the replay.

So here's what we need to do.

We need to get clear on what needs to be fixed first in your business and fix those sales seats before you promote anything.

We need to decide where to start building that makes sense for you and fill those gaps.

And we need to make this in a way that you can move as quickly as possible.

So imagine in 90 days from now, you have this whole thing installed for you.

You've got a Monday morning ritual where you cheque the numbers and you know exactly what you need to do to bring in more sales.

Marketing starts feeling like magic, and it's fun.

and sales feel expected because you can track the whole system.

You've got the new sales notifications pinging, whether you're posting on socials or not, and you finally feel like actually you could take some time off and step away from the business and actually it would still run and still make you money because it's all automated doing it for you.

So let me ask you something very quickly.

For those people who are still here in the chat, do you believe that that outcome would be possible for you if you implemented the system?

Does that make sense to you?

That you're like, yeah, I can imagine my business like that if this existed and it was also top and running.

I can totally see how your sales were coming in automatically and how great that would feel if it was in.

So are we convinced?

One or two for no suit.

One can't spell the time.

Yep, totally understand that one.

good to know.

Good, yes, Amazing.

Because I, I want you to know this is completely possible.

And you know, that whole idea about, you should be more, really less realistic, I hate that.

Because it is real, because it exists for people and this is actually happening.

So it already is realistic.

So it exists somewhere and someone has.

It is.

So if you keep doing what you're currently doing though, do you think it's going to happen, yes or no.

Based on the current trajectory of how things are going, do you think it's going to naturally end up that place or do you feel like we need a little bit I mean, a little bit of an intervention?

I mean, I love you.

So you're all, yeah, fair, and that's fair for a lot of people.

And so this is what happened to one of my clients, Danielle, and she was shouting just so lovely.

And she just couldn't figure out why her stuff wasn't working.

And really all it needed was having someone else come in and being like, that's missing, that's missing.

Fix these gaps and then you're fine.

And sometimes it just really just takes a second pair of eyes to come in and figure out what is missing and then fill those things in.

And, that is why I created the invisible funnel formula VIP experience, which is a 90 day system where we're going to install everything I talked about today for you in your business.

So together, what we're going to do is we're going to nail those original authority messaging angles for your ads, what you're going to say in them, we're going to script them, we're going to film them, we're going to edit them so you have those videos ready to go.

We're going to launch those ads.

We're going to refine whatever your low ticket offers or whatever your freebies and things should be next.

And we're going to launch ads to those.

So we have that bit in the middle where we're making people go, I need this now, not later.

Then we're going to integrate any evergreen sales campaigns and funnels that we've already got.

We're going to put those in.

We're going to integrate the ads for your offers so that everything is then optimised based on the way people are, interacting with it, so you can start making daily sales from this whole system.

And here's what's included when we do this.

You have, that's the one side.

It's this one.

Sorry, I was tidying earlier.

Right.

Everything that's included is.

We start with this one on one funnel mapping strategy call, where we're going to literally map out everything that you need to have in place where your sales are leaking.

And we're going to design a custom ecosystem that matches what you actually do in your business.

The next thing we're going to do is we're going to create an authority messaging guide for you so you know exactly how to talk about your work.

And we're going to write those video scripts for you so you know exactly what you have to say.

And we just have to have you go off, like, go, this film is on your phone.

Give me the raw file.

And then we'll also edit it for you and make it all beautiful and put captions on it and always have a fun thing.

Then we're going to do the ad campaigns, all those things that we talked about in terms of nurturing people, bringing them onto your email list, showing them all of your offers.

We're going to make sure that people discover you are warmed up and then buy without you having to lift a finger.

Because we're going to do all of that for you and implement it.

We're going to do all the graphics, all the copy, all the video editing.

I completely love doing like for everything for people just so that, they just have to read it and go.

Yes.

And then they can leave comments and tell them if there's anything they don't like, like.

But I think it works so much better if I can just tape that off your plate because we're busy and we don't have a lot of time.

And then I'm going to install it for you.

We're going to build it, we're going to install it live in your ads manager so you don't have to go in there and decipher that thing yourself.

And then finally we're going to do a whole handover video tour.

So you know what's there, what you need to watch, what the numbers mean and so you're not just left with, here's a thing, babysitter, you know exactly what's happening and what you need to do moving forward in order to keep it running.

Because it really is just like it's installed.

Babysitter, don't break it.

By that point, it's genuinely very easy to manage.

And, this is how it works.

So step one, you get some very beautiful in depth onboarding forms so I can really learn as much as I can about your business.

Then we're going to meet for the one on one call where we tap into your genius and we figure out how we're going to talk about your work.

Then I go away and I'm going to map out your entire invisible funnel and make sure we're weaving in all of your offers, including any that you're planning that you haven't launched yet.

You know where to slot that in when the time comes and also figure out how we're going to sell it and when.

And then finally we create all the content that you need in order to be able to do that.

So we write any ad copy or captions.

We've designed graphics if we need them, including carousels.

If you need videos, we'll script them and edit them for you, once you film them.

And we'll put everything in the ads manager for you so it's all primed, ready for these buyers to show up stuff and pay you.

So imagine having support from a team and a system that is going to build that entire journey for you, build every offer and a funnel asset with you so you get to be like, really in the process.

We're not just making stuff you hate and installing it, we're going to do it all with you so you love it.

We're going to create all of that stuff for you.

I'm going to strategize with you every step of the way.

And I'm also going to teach you how to optimise your marketing moving forward based on the numbers from those ads.

So you can literally go, look, that's popping off.

That's doing really well.

That's an opportunity.

I'm going to jump on that.

And this is just a recipe for you having the best 90 days ever once you have that installed.

So the next step on this is for you to book a free call.

It's going to be a link in a minute.

and if it is a fit, I'll give you next steps.

There's a payment plan if you need it, but if it's not a good fit, I'm going to give you homework so you can go away and get ready for it.

Because I want you to be able to come back later in the year and say, yes, Amber, I'm ready.

I'm in.

Let's do this.

This.

because I want you to have this installed by the end of 2026, one way or the other.

That is my kind of big thing this year is I'm like, how many people could we relieve the stress of if we installed the system for them?

And this is my way of currently doing it.

So I'd love to chat to you if you're even just like a little bit.

Like, I love this and I want it.

because either way, you're either going to have a thing you can go away and do to get even closer to being ready for it, or if you are ready for it, it.

we can look through that.

sue, you have a question.

How long does setup process take until AD start running?

You are very busy this summer and already on a time crunch.

How much personal time did set up take per month?

in terms of your part of it, not a lot.

Because, at the beginning I need you on a call so I can ask you questions.

But after that it's basically going to be, hey, sue, here's a Google Doc.

Can you please go through it, leave comments in on anything you like or don't like, think and that's it.

So maybe five, 10 minutes and then if we have to do some filming.

But I really do try and repurpose stuff that you've already got.

If you're already making things, then that might be me going, I need an afternoon from you to go and do some filming.

If it even takes you an afternoon.

So usually the videos are quite short.

and then that's it really.

there's nothing else.

There's no other stuff that you have to do.

Like literally your to do list is film some videos, reply to emails and that's it.

That's genuinely it.

You're not going to be given a huge amount of homework.

as part of the done for you process.

It's pretty done for you.

I added some bonuses because this was stuff where I was like, it's just going to make it even Easier for you.

So the first one is you're going to get three months in the Ads Optimizer membership after this whole process is finished.

So when it's handed over to you and we're done, we're going to get three months in there.

And basically that gives you access to weekly human support, with your ads, which includes a session looking at your ads manager, recording loom videos to tell you what you need to do or help you troubleshoot things.

so you know what's working and you can then learn how to make expert worthy decisions on how to get better results.

So you're going to get three months of extra support after that which will take you through like through fall or autumn as well.

Bonus number two is I'm giving everyone summer sales angles because once we do that original part, we're going to have some very easy, amazing ways to talk about your work.

And so I'm going to turn that into a custom for you.

Summer content plan was like, hey, here are some messaging hooks you can run.

Here are some angles for your socials, here are some angles for your emails and you can take it, you can save it, you can use it later, you can use it now.

So this is going to be gold dust for you to be able to go out and make sure you're applying all the great stuff we're doing here in other places in your business as well.

And that's just gonna be an asset.

Please use whenever you want.

And now we have like specific to now bonuses.

So if you join in June, I'm adding in a fast class activation campaign which is the first campaign we're going to run.

And we're going to do that right at the beginning of the process where we're going to be reactivating the warm leads in your audience and the existing opportunities who are just sat there waiting for you to come and offer them something.

I'm going to put that in first because that usually means that you start having sales popping off while we're even building the rest of the system.

So we're doing those low hanging fruit first.

This is an extra campaign on top of the other things that we said we were going to do.

And you will get that completely done for you, you if you sign up during June.

but now if you are like, yeah, we're going to do it today if you book your call before midnight tonight.

So we haven't had before yet obviously, but if you book it in sometime for the younger today, you're going to get one more Thing which is an optimised offer audit where we're going to go through and any offer of your choice where you're like, I feel like it's missing something.

I feel like it's so good, but people just don't really understand why it's so good.

And we're going to go through it.

I'm going to order that offer and we're going to make it it amazing and we're going to make sure it's positioned as an eds and we're also going to give you line by line feedback on the offer itself and the sales page.

If you've already got copy, you're going to get like a full review of all of that and that's going to be an extra bonus that you get.

if you book the call before midnight and then you end up signing up, you'll have rocked that in because you'll not be eligible yet for it.

So the way this is going to work through this whole process is really we take full ownership of everything.

we're going to map it all out on the floor.

We're going to create a custom game plan for you and basically we're to going a interview you to mine all your expertise so we can turn it into these amazing ads and we're going to build it all and optimise it for you.

so really you don't have to do a lot.

It's really very, very done for you.

And I will say that if I look back through my business and I've been doing this for 12 years now, my biggest regret is always not implementing something sooner.

Like I can look back and go, do you know I encourage one as earlier I can look back and go, I wish I built my list earlier.

I can also go back and be like, you know, I wish I'd done this earlier because now I can see how well it works.

How much further along will I be with all the compound interest of opportunities, had I done things earlier?

And this is something I always remind myself when I'm considering doing something in terms of like, okay, well when am I going to do it?

And will future me wish I'd done this last year?

And that's my way of looking at it.

It, final little endorsement person is Claire.

She's the loveliest person.

She's neurodivergent business coach.

And we worked with her on ads for one of her summits.

And we're doing it again this year actually and I wanted to flag her because if you Know Claire, you know that she has a very specific branding, she is very recognisable, she has a very clear brand voice and it was such a joy to be able to work with her and be able to come up with ideas for her that she loved and she thought really worked with her business.

Because I think a lot of people can create generic ads, but making something that you feel like, this is just 100% me.

So the people who know you look at it and think, that's so sue or that's so Michelle or whatever, that's a whole other thing.

So this is something I just wanted to flag in terms of if you're worried about them sounding and feeling like you.

We totally know that.

Including for people who have very specific brands plans.

So next step for you is link where you can go and you can cheque out a call.

You're going to get an email immediately after this, workshop is wrapped.

So if you, are looking for that link to be able to go and book that call, you also have it in your inbox shortly so you can go and grab it, grab a time that works for you.

and then if you complete your booking before midnight tonight, you're going to lock in all the bonuses, every single one that you've mentioned if you do choose to sign up.

But remember, there is no pressure to.

I love doing these calls because it's so fun to keep, get to talk to people about their ads and their businesses and either way you're going to go away with some great next steps, whether it's this or whether it is, please don't do this homework.

And I have genuinely had a call with someone where I said this is not the best use of your time right now.

Go and do this thing, Come talk to me in three months.

So I'm very honest if I feel like it's not going to work because, I kind of selfishly want to protect my success rate of this programme.

So if I feel like it's just not going to be worth it, I will tell you that and I will send you you off to do something else.

So that is today's workshop.

It's been such fun to hang out with you and I can't wait to chat with some of you, on these calls, when we go through everything, I'm very happy to answer questions.

So if anyone has a question in the chat, whether it's about the programme itself or whether it's about ads in general or anything else, very happy to look at Those.

And, I hope over the next couple of weeks you spend some time starting to look at where those sales leads might be showing up in your business and where you can fix them, whether you do that with ads or not.

But I hope you also are inspired by all the cool things you can do with ads and all the problems they can solve and just how nice it is to have things automated for you.

so any questions, anyone?

I'm going to leave the slide on screen for a bit longer because it has link, so you can go and find that if you need to, but otherwise it'll also be in your inbox for the ease of being able to click on stuff.

Stuff.

anyone have any questions?

sue, you have a tonne of video from podcast summits, workshops.

Can you call videos from those?

Yes, absolutely.

That's one of the things I love going through with people.

I'm like, what have you already got?

And we can go and look through those.

We'll look for what I call mic drop moments and we'll find some good clips.

And most of the time we can pull some things from those.

And then, very occasionally it will be like this, but it needs fixing.

And so sometimes it would be like, can you just reform this?

So it's not, doesn't have this in it, but you can repurpose a lot.

Like I had, one client who had a YouTube channel which had been lying dormant for over a year and they hadn't posted on YouTube in ages.

But all of that original content, easy to repurpose, especially when you've got something like a summit or workshop video, because that's an hour worth of you talking.

You can easily pull a couple of clips from that one.

you also have a massive ecosystem of courses.

You have 10 over the past seven years.

10 is actually quite a modest number.

See that?

Some people have hundreds.

how do we decide what to focus on?

a few things.

So number one, it will be what your best sellers are, because even within that 10, you'll be able to see which ones have been the easiest to sell, which ones have been, the most successful for you.

So you had a filter out anywhere, actually, they've just been order bumps or upsells, but haven't really sold well on their own.

And then the second thing we're going to look at is what those offers and courses promise to do.

So most, of the time you will end up with an ecosystem of courses where each one of them solves a different problem to a different degree.

And There'll, be a very obvious kind of order in terms of this is the shiny object one that you need, this one in order to make that more helpful, you know, there'll be ways in which we talk about it and it's then quite easy to basically go, okay, well, if someone has a watch list and they're interested in that and they currently have this problem, they're thinking this, therefore this is the next best thing for them to see.

And then we just map it out like that and we basically just kind of, play Tetris with it and move it around until it all fits.

Can, we talk through those content interactions on the pool?

Yes.

100.

Done.

The reason I block out 90 minutes is because really all I need is about 45 in order to get the information I need.

But most of the time there's other things which are worth talking about and strategizing and just having someone available so that you can kind of go through all those things and filling the gaps.

I've always found you really helpful, so I always allow for that.

So that's why I always tell people it's 90 minutes.

So I feel like people would rather expect 90 minutes and finish quick than expect 45 and go for 90.

So I do it that way around.

So, yeah, we can talk about absolutely, absolutely anything.

And I've had some people where they've come to me and gone, do you know what, I really want to do this, but everything I've created is low ticket.

And I feel like at some point, I need something high ticket to make it worthwhile.

And so we went and mapped out an entire brand new high ticket offer for them.

And I said, you should probably go and test this, your email list.

Do like a quick mini launch for it with email only.

And she sold three that week.

And I was like, great, it's proven it works.

And so then we worked it into the funnel and it didn't exist before that call, which wasn't even about that, but it was one of those things where she was like, this feels like a gap I should fix.

And I was like, I agree, let's fix it so there's no real limit on what you can talk about.

Yay.

So, so happy that you booked.

I cannot wait to chat with you.

It's been so fun to go through all of the things.

anyone else have any questions or any bits or pieces they'd like to go through?

Otherwise I am going to, to go and, drink my coffee and have some ice cubes.

It is hot today.

My goodness.

And, look forward to chatting to all of you in my inbox.

I can see, I can see that one of you has emailed me.

I will answer your email after this and we'll go through your questions there and see.

I'll chat to you on the call we have.

So, last call.

Any questions?

Then we're gonna go and we're gonna spend the evening in the garden.

Probably me.

gosh, coffee.

So good.

Probably shouldn't be drinking ice coffee at the afternoon evening, but.

well, how are we doing?

Any other ones?

No, we're all good.

Fantastic.

Lovely.

I hope that means we.

We answered them all as we went.

Thank you so much for being here, everyone.

It's been so lovely to get to hang out with you, and I hope you, found it all really helpful.

And I will see you all in your inbox later on.

You'll get the replay for this.

So anyone who left early.

Hi.

So glad you got to catch up with the replay.

And I will catch up with you another time.

Thanks so much for being here and we'll see you again soon.

Bye.