So I had a very awesome opportunity for about a year in my career. So when we started Brand Builders Group, one of the clients that we had fairly early on was a gentleman named Glen Stanford. And Glenn, it was the billionaire founder and owner of exp Realty. Well, while we were working with Glen, he actually had opportunity to buy Success Magazine and he bought Success Magazine and asked me to come over and be the interim editor. A lot of people don’t know this, but I was the interim entrepreneurship editor of Success Magazine for like a year, and I really loved it. It was the first time I actually worked inside of like a traditional media company, like on the backend. I had written articles and stuff, but never like sort of seen the backend. So I was there at Success Magazine. While I was there, I got introduced to an amazing woman named Lauren Cannon, who you are about to meet.
Lauren has worked at Success Magazine. She worked for a while with Brendan Burchard. She now has her own mar. She, she now has her own marketing agency. And she does a lot in the world of marketing automation and funnels. And that’s what we’re gonna talk about today because I really like her and she like me, I think is a fellow nerd, but she doesn’t look like a nerd. She doesn’t act like a nerd, but she is so smart and so brilliant at what she does. I just felt like you needed to have a conversation or listen into a conversation with me and Lauren, her agency’s called Make it Pretty. And so anyways, Lauren, welcome to the show.
Hey, thank you so much for having me. I am so excited to be here.
So how did you get into the world of marketing automation? Mm-Hmm.
I have, yeah. Almost 10 years now. So I started with project management. I just, success had brought me over and we were launching new courses and we were doing events and they needed help organizing it. And at the time, I was the project manager of all things and process engineering. I love figuring out how things work and how to make them work better and more efficiently. And through the course of doing that, I just started learning every single skill there was in marketing everyone’s role to where I developed to be able to do it. And then I started to put myself further and further into marketing positions.
Yeah, I would, I would say, you know, specifically, especially with, with the world that, that we’re in, the industry we’re in as you say, the mission driven messengers, it’s a, it’s a vehicle for delivering that mission and that message in the most effective and efficient way. We wanna make sure that someone is spending more time and energy on developing that mission and developing that message and less time and energy on the delivery of it. Mm-Hmm.
Yeah. And I, that’s, I love that. And I, I feel like, you know, when I think about it, it’s, it’s going in a tactical sense. You’re driving people to your website or to a landing page, typically you’re offering them some type of value and now, you know, some type of a lead magnet, a free asset mm-hmm.
Yeah, absolutely. You know, there are so many people who, like you said, they can funnel hack, they’ll hack a funnel, you know a big launch that just happened in, in the space was Marie for Leo’s Copy Cure. She just opened that up so you can sign up for her lead magnet, get all the emails, see the sales page, and then, you know, ultimately buy or not. But essentially you have the whole email. So now you’ve hacked the funnel, let’s say. But there’s so much more that happens outside of that period of time that Marie has done to develop that sale. And so that’s what really a funnel is. It’s a whole launch system that is year round and your business delivering content in different ways and segmenting your audience in different ways so that you’re delivering value to what that specific person needs.
We’ve done quizzes and things like that. So getting these people into your email list is always number one. And then from there, it’s really inviting them into this conversation with you. So not necessarily selling right away, just say, you know, Hey, I’m so glad to connect. Here’s my best content and you wanna deliver, you know, three to five excellent pieces of value content and just get them to keep opening your emails. And you just build these nurture sequence along the way. And then as you have offers that are related to that segment, starting to build in the sales sequences,
Yeah. Typically the sequence I would I follow is they enter your email list, they saw you on stage, they enter your email list, the first email they get is a personalized, thank you, I’ve got you here. This is the tool, this is how you’re gonna make the most of this tool. And you know, I’ll be checking in with you tomorrow and see how things are going. And then that second email that is, you know, automatically kicks off in your sequence. It is gonna say, again, following up on the tool, saying, I really hope you’ve seen this and this, and the tool, here’s how, you know, I have this piece, this video that really shows how this tool can effectively make your life better. And then, you know, there might be a Ps I’ve got more coming soon, just kind of teasing that you are going to sell them, but you’re still delivering content.
And then that third email is gonna be another piece of value content that you’ve already got written if you’ve got blogs or videos. And it’s also gonna be a bigger teaser that’s like, Hey, you know, if you’re interested, I’ve got this program that I’m gonna tell you more about tomorrow. Stay tuned, keep your eyes on your inbox. And then as you get into email four and five, you can start to build that sale up. And it really depends on what your offer is. If your offer is something in the 20, you know, it’s a low ticket, 27 to 1 29 kind of offer, you can start to build that in around email three and four. If your ticket is something that’s really high in let’s say a thousand dollars to $5,000, you’re probably gonna be doing what we call lead stacking. So you’re gonna have almost another lead magnet that they’re gonna raise their hand for that’s gonna give them a little bit more of a sales sequence in it. So a webinar or something like that. And then you’re gonna put them into that sequence.
Got it. Uhhuh,
Yeah. It’s a lot of people, you’ll, you’ll throw together a lead magnet. You know, you need to build an email list and you know, you need a lead magnet to do that. You see opted pages and that is the best way to build your email list. But a lot of things that I see where we need to go and fix some funnels is they have the wrong lead magnet for what they offer. So you need to make sure that what lead magnet you’re showing people is going to align with your offer. Because if it doesn’t, it’s gonna create a lot of misaligned connection points in that you may not have a properly segmented audience. So y your lead magnet may attract an audience that can’t afford your offer. And then your lead magnet content has nothing to do with your offer. So some of the things, you know, I see lead magnets as a sliding scale in terms of their perceived value and how it connects to your offer. So if you have a high ticket offer, an ebook is not gonna be the best lead magnet. Cuz going from a free, let’s call it 20 page e-book into a $5,000 program, that’s a really big jump. So you wanna, the more interactive and hands-on you are in your lead magnet, the higher price your offer can be.
So what are some examples? So, so I love that. So, so basically the higher the price of the offer, the more valuable the lead magnet needs to be.
Okay. And then when you mention, you say the lead magnets are like a sliding scale of perceived value. So if you have it, if so, if an e-book is on the low end mm-hmm.
I would do a live webinar, but for something like that I would do the lead magnet stacky method, where you may have someone, especially if you’re going with cold traffic, you have this six month coaching program and, and they haven’t heard of you yet. They bought into what you have to offer, what your mission is, and they, you need to build that trust and rapport still. So you may start with a quiz or an ebook, something that is on the lower end of the perceived value chain. And through that you’re gonna say, okay, I’ve given you value. I, I know this about you, and so I know that X is gonna help you even more, which would be your main lead magnet and a live webinar. The higher the ticket, I would do a live webinar. If you’re, if you’re looking at something that’s maybe 2,500, you could do an on-demand webinar, but something like 6,000, I would do a live webinar. Because what happens in those situations, one of the best ways to convert someone into something like that is a live transformation. So we have people that we see that go live on Instagram every single day and do free coaching, but what they’re doing is they’re building this, this audience that sees these live transformations happening and they can fill up their mastermind of it or something like that. So the more you can create that live experience, the more people will pay.
Interesting. So, and when you say on demand, when you say like, on demand webinar, just to be clear mm-hmm.
Yes. Yes, I would. And I would spend that time, you know, you may say it’s a, an hour long, I would spend that time, the first, first bit of time teaching, have it, make sure it’s a, a masterclass on, you know, part of your framework. And then, then you wanna open it up to be able to interact with that audience and provide coaching transformations. And all along the way, once you get to that segment, you’re starting to infuse what you sell and say, you know, in my coaching program we go deeper into this and, and starting to, to build into that message
Gotcha. Yeah. Gotcha. How do you use the funnels in the follow up sequence? So like you know, I mean, I guess I would just be curious, like let’s say you did that, let’s say you built all that out and you go, okay, I’m speaking and they’re getting this free thing, and then they’re showing up for a webinar, or they’re here live, they watch this live coaching experience. Like in your experience, do most of the people that are gonna buy buy right on that at that moment when you make the offer? Or is there a follow up that happens afterwards?
There’s a follow up that happens afterwards. And I would say from doing, we’ve built so many launches over the years, ed, there’s really this, this sweet spot when it comes to your launch. And even if you’re doing an evergreen, it follows the same type of sequence. It just turns on and off. And so you’re gonna get about 20% of your sales from that webinar. So 20% of the sales you do in your launch are gonna come from the webinar.
The rest of your sales are going to come in the last 24 to 48 hours of your launch. And that doesn’t mean that, uh, you can have a two day launch and the rest of your sales come in the next day. We actually have found the best launch timeline is 12 days. And so that creates this ability for you to share more stories and transformations as you lead into that final close down. Uh, and so in those last 48 hours, about 70% of your sales are gonna come in and you’re gonna send probably somewhere between five and six emails. A And so throughout that 12 day period, you’re sending most like an email every single day. But they’re very prescriptive. Uh, you want to tell them what they’re, you wanna focus on a feature that’s in your program, but highlighting it through the benefits language. And you also wanna have emails that act as your faq. But when you ask questions and your email marketing, you’re not answering questions like, how many video modules is this? It’s more of, this is what I have going on in my life. How is this program gonna fit in my schedule? And so you’re, you’re thinking of what are the sales objections someone’s gonna have? And you’re using those as the questions and doing FAQs through that. And then you’re sharing more case studies and stories of testimonials through that 12 day window.
Yes. And then, and you said you send something like six, six emails in the last 48 or out, so usually like two emails on the second to last day and then like four emails on the, on the LA on the last day, the day of,
Yes. Yep. Mm-hmm.
Yeah, exactly like that. H
How many, uh, I know this is a hard question to, to ask and to be pinned, to be pinned down on, but like if you go through this whole process, right? Because this is like, it’s a lot of work and it’s time and it’s money, um mm-hmm.
Yeah. So I would say, and I’m not great at mental math, so you may have to help me here. Okay.
I can help you do,
I’ll do the percentages
Yeah. So, so like 5% basically of, so we, we, we call that term funnel conversion percentage, which is the 500 mm-hmm.
Yep. So we’re all natural born procrastinators, uhhuh, I mean, like you say, procrastinate on purpose. So that’s why that those last days, that’s why the, the timeline is the timeline cuz people are going to wait until that very last minute. And even then, and that’s what’s the hardest is co telling people do not stick to your word. Do not open that cart back up when you close the cart. Because I’ve done it myself where I’ve had FOMO on, on a course and I’m like, oh I know I saw the 27 email that I got from this and it was gonna end, but the next morning I was like, I’m ready to buy and it’s gone. You just, you have to stick to it because you’re gonna open it back up and, and that integrity you’re building with that person is going to convert them. Mm-hmm.
That’s how it works. And you’re doing good. And I mean, that’s a big part cuz it kinda like you said, you’re building a lead magna, you’re building pages, you’re putting people through a webinar, you’re doing, you’re doing so much and people burn out from it. And, and that’s be, you wanna maximize your work and not your effort. And so it’s like you, you have to create all these things, but once you’ve created it once, you can just recycle it. I mean, I can’t tell you with, there are certain funnels out there that they launched twice a year every single year. I’ve gotten the same exact emails in that sales sequence for three years in a row. Hmm. You know, and, and it took me two years before I ended up buying that program. And so it is that like you put in a lot of work and effort to build this funnel, but you can keep it on, tweak it as you go and, you know, everything should start with your program and what you provide, the value you provide and be extracted from that. So if you’ve got a coaching program, take one piece of the framework that you’ve already created and just tweak it a little bit here and there and turn that into your lead magnet. Yeah. Or turn that into your webinar script and then, you know, there’s just so much repurposing and reusing people start from scratch and you should never start from scratch.
Evergreen and on demand? I would keep the, I usually like to use those as like my mid ticket kind of funnel. Like if you’re gonna have, if you have multiple offers in your offer suite, I like to use those in my mid ticket price and low ticket. Um, evergreen is, I feel like it’s this unicorn people chase and they think that they’ll sustain an entire business on an evergreen model. Uh, but it, it, you, you need those launches infused there to get those like big pickups of revenue. Uh, and then forever Evergreen. I, we’ve, we’ve run them in the past where, uh, and we have one currently running where it’s to a book and then to a minicourse and to, you know, their entire offer sequence. And the, the secret to it is making sure you build and nurture sequences along the way. So when you do that, say you come off of a sale, you wanna make sure you have about four weeks of just value sequences and it’s not an email every day, but you’re, you’re providing value and then you’re leading into the next thing. And that’s how you can kind of turn that evergreen
I think one of the most important things to know if you’re thinking about this and you don’t know where to start, is focus on providing as much value as possible in the front end. Do not be afraid to tell people what you do and lift the curtains and, and they wanna buy the how. So people will hold back on how much value they share, but they wanna buy, they wanna buy the how. So always provide that value and then knowing that your product is not your offer. So really focus on how are you helping someone apply and accelerate their results. And that’s gonna be your offer. Once you have a solid offer, then you’re ready to launch.
Awesome. Thank you Rory.