The Worst Kid In School Built A Funnel That Actually Works

John Penberthy’s teachers didn’t just think he was a difficult kid. They told his parents he was the worst student in the entire school, not just his class, not just his year group, the whole building. He landed in anger management. His mother eventually stopped showing up to the parent meetings because she couldn’t cope anymore. So the school shipped him out for two days of unpaid work experience at a local leisure centre, hoping he’d be someone else’s problem for a while. The report that came back said he was the best employee the leisure centre had.

That gap, the worst kid in the room at school and the best hire in the building when nobody was even paying him, is the whole reason his Lake Las Vegas session is worth sitting with. He wasn’t lazy or broken. He was in the wrong container. Two years into Empower Network and 22 years old, he stood on that stage and drew the exact funnel he built once he found a container that fit, on a whiteboard, because he loves whiteboard videos and someone had given him a four hour slot to fill.

Why was the worst kid in school the best employee in the building?

He left school with terrible grades and studied catering because he wanted to build a restaurant, then realized how much capital and time that would actually take. So he pointed the same stubbornness at the internet instead. Same kid, same drive to just get something done, different container. That’s worth remembering if you’ve ever been told, by a teacher or a boss or your own family, that you don’t apply yourself. Sometimes the diagnosis is wrong. You just haven’t found the room where the thing you’re good at counts.

The room he found was a laptop, a YouTube channel, and a funnel he rebuilt from scratch until it worked. He didn’t come to Lake Las Vegas to tell you his origin story and stop there. He came to draw every piece of the machine.

What actually makes a stranger click on your video instead of scrolling past your name?

He noticed it in his own inbox. He’s subscribed to nearly every marketer’s list in the room, and he started asking himself why he opened some emails and deleted others without a second thought. The answer wasn’t the subject line. It was recognition. He clicked on the names he’d seen on camera somewhere and skipped the names that were just text on a screen. If someone signs up to your list and you’ve never shown your face in a video, you’re a stranger asking for their attention, and they’re already on everyone else’s list too.

So every piece of his traffic starts the same way it has for four years: one keyword, one YouTube video built entirely around that keyword, pulled straight out of the Google Keyword Planner. Not a general video about the business. A video with a single, specific intention. Someone typing “how to build a business on the internet” into Google, in the exact moment they want an answer, is worth more than a stranger scrolled past on a Facebook feed, because you didn’t have to interrupt them. They came looking.

Why does adding more to your capture page kill it instead of helping it?

This is the part people get backwards. Once you understand how well video works, the instinct is to put video everywhere, including the capture page. He tested that. It doesn’t work. A capture page has exactly one job: get the name and email address. Not to entertain, not to build rapport, not to hold someone’s attention for two or three minutes while a video plays. Just the opt-in. Less is more, he said, and he means it literally: sometimes just a headline and a box.

He borrowed a headline structure from a friend named Dagon Smith that still does the work for him: how to X, Y, Z without X, Y, Z. How to build a business on the internet without giving up your job. How to build a business on the internet without working more than two hours a day. Fill in what they want, then fill in the thing they’re afraid it’ll cost them.

What actually gets someone to click without you doing any selling?

Between the capture page and the sales page sits a bridge page video, and he’s specific almost to the point of stubbornness about what that video is not allowed to do. It’s a soft sell. No countdown timer, no “click now,” no dollar figure and a deadline. “That’s not my job,” he told the room, twice, and made them repeat it back to him. His job on that page is five steps: introduce himself, show he understands the struggle they’re already in, admit he had the same struggle, reveal that he found something that worked, then tell them exactly what to expect on the next page before sending them there. Not “click below.” A specific description of who they’re about to meet and what that person is going to show them.

The reason that sequence matters more than any script inside it is the belief sitting underneath his whole funnel, the same belief that explains why he builds his own capture pages instead of using a stock one.

people join people. They don’t join opportunities.

That line reframes everything above it. The video, the keyword, the bridge page, none of it is there to manufacture a sale out of a stranger. It’s there so the stranger gets to know you before they ever see a sales page, so that by the time they do, they’re not evaluating a business. They’re deciding whether they trust the person who showed up in the video. He builds his own pages so he’s the only one on the internet with that exact page, because branding yourself is the actual product, and the business is just where that trust gets pointed.

The full session goes further than what’s above, including the five-video follow-up sequence he runs on anyone who doesn’t join right away, and the reason his opt-in rate stayed high before he even understood why it was working. Watch it in full, free, when you Create your free account.

The full session transcript follows below.

Transcript

It is truly our honor to introduce Mr. John Penberthy to the stage. You sucked my mic out of there. Hello!

I sucked my mic out, hold on. Good to see you all. You can take a seat, appreciate it, appreciate it. So I'm going to mix it up a little bit this time.

Normally when I do my presentations, I've normally got slides or I just kind of wing it. I decided I freaking love whiteboard videos and they've given me a four-hour slot. So I'm going to bring up the whiteboard and we're just going to draw some circles and some squares and we're just going to have a good time. So here it is, appreciate you guys bringing that out, thank you.

Just want to quickly introduce myself. For those of you who don't know me, just by a show of hands, who doesn't know who I am? Okay, cool, that's fantastic, that's really exciting. So let me just explain briefly who I am.

I'm John Penberthy, I'm now 22. That story was when I was 20 and that was a bit ridiculous. It was D. D.

You had to like, you know, unwillingly put me into the cab and see me home while they had some fun in the bar. But I've been with Empower Network for about two years now and I've just been studying marketing for the longest time. I love it. When I left school, all I wanted to do was build a business.

I didn't know how I was going to do it, I didn't know what it was going to be in, but I knew I was going to build a business. And so I left school with terrible grades. For those of you who heard my presentation in Miami, you heard how bad it was at school. Like, to the point where my teacher…

Where my teachers were saying I was the worst kid in the entire school, like not just my class, not just my year group, but in the entire school. My parents were in for parents' meetings pretty much every single day. Got to the point where my mum couldn't actually cope anymore and she wouldn't come in and I was just a terrible kid. I was in anger management.

I just wasn't a good kid. But the funny thing was I was doing work experience as part of my schooling. The school wanted to get me out, they were just saying, your son isn't working, he's not learning anything. We don't want him in the school.

So they kept putting me on… Hey Gunnar, good to see you man, appreciate you being here. They kept putting me on work experience and so I did one day's work experience. And so I was out from the school for a whole day, then they put in a second day's work experience and then they kept saying to my parents, look, there's no point in your son being here, you've got to do something else.

So my dad very willingly took a day off out from his job to homeschool me just to get me out again. But the interesting thing was when I was at this work experience, I was working in the leisure centre. And the reports that were coming back from the staff there, they were saying to my school that I was the best employee they had and I was unpaid. So it was the strangest thing that at school I was just terrible and when I was out in the workplace and just getting stuff done, I really enjoyed it.

So very similar to Justin, I just didn't enjoy school. I didn't like it. I wanted to go ahead and just get something done. So I came from school, I studied catering because I wanted to build a restaurant and then I realised how much work that would take.

So I decided actually I'm just going to look to the internet instead. And that was the point where I was pretty much where you guys are right now. You're looking online, you're looking for a way to build a business, you found Empower Network and you want to kind of make it work. You want to see how you can just scale up your results and if you haven't got any results yet, how to actually get some and get some momentum going.

And so if it's okay with you, I do have a tendency to just speak incredibly fast. You're probably picking that up already and this is actually me trying to slow it down. I'm like kind of hyperventilating, that's just how I run. So if it's cool with you, I've got a lot of stuff to go through.

That I want to teach you. I'm going to basically go through my, the funnel that I've used in Empower Network. I don't know if I was allowed to move that, I don't know if that was like the camera shot over here. That'd be alright though, wouldn't it?

I've done about half a million dollars inside Empower Network. Now just to put a disclaimer in there, results are not typical. I'm not guaranteeing those for you. But what I want to do here is I want to reveal to you everything that I've done in Empower Network and I'm going to do it in the shortest time.

So I'm going to go very fast, I'm going to outline the funnel that I used so that you can at least kind of get some insight. Get some kind of idea for what I've done and just reveal everything to you. So is that cool with you? If I just go really fast?

Okay, cool. When I talk about revealing everything to you, it reminds me of a little story that I, when I was, in the UK, we've got a bunch of beaches. I used to live by the coast and there was this one time I was at the beach and I was with some friends and I just got out the sea. I don't know if you, who lives in the UK?

Anyone from the UK here? Awesome. Okay, a few of you. So the ocean's pretty cold.

It's pretty cold. So we just got out the ocean. You guys will know that. It's not a great time for when you first get out.

It's pretty chilly. Stuff happens to certain parts of your body and so I just got out and I was trying to do the whole towel thing, getting my shorts back on. So I just took my trunks off and I had my shorts wrapped around me and just as I took my shorts off, this massive gust of wind came, blew my entire towel, not just up, but over my face. So it's like literally I'm scrambling to knock it down.

So I'm wearing like an upside down dress. So it's up here. Everything's revealed and I'm trying to sort it out while spinning around and by the time I get it down, there's just a group of about 10 girls just right there, literally about 10 meters from me, just like, and it was horrendous. I revealed everything to them, so I'm going to reveal everything to you, but in a slightly different way.

Don't worry. We're not going to, we're not going to do anything like that. We're not going to get naughty here. This is an Empower Network event.

So let me go ahead and just draw out the funnel that I used. I'm going to start with my traffic. Where do I get my traffic from? I've done it in one way.

Literally from the start, I've been doing online marketing for about four years now. The way I've done it has never changed. My traffic generation, I use YouTube and I use videos. Justin just spoke about the power of video.

So did Dee and you need to be utilizing videos in your business if you're not already. Okay. I was just thinking about this the other day. I was trying to brainstorm why is video so powerful?

I know it is, but why is it? And I was just looking through my email inbox and I was looking at the names of the people that I was opening their emails. I'm subscribed to everyone's list. I'm probably subscribed to everyone's list.

It's in this room and I'll just stalk you. And so I look at all these emails that are coming in and I was thinking, why am I clicking on that person and not that person? And I was realizing that actually I'm clicking on the names that I recognize because I saw them in a video and I saw something about them somewhere, but it was normally on camera. If I just saw a name in my email inbox, I didn't really know who they were.

So if you're signing up leads onto your list, but you haven't done any videos and you're not putting yourself out there, that's probably why your open rate is pretty low because that person doesn't know who you are. You've got to remember that people that are signing up to your list, they are on everyone else's list on the entire internet. So you've got to stand out and video is the way to do that. So I do video all the time.

So the start of my traffic generation is with YouTube videos. If we have time at the end of this funnel, I'll explain more about how I kind of get traffic from them in terms of ranking those videos. But I put out a YouTube video. I find a keyword.

I go to the Google keyword planner. By the way, if you've got a notepad and pen, just get ready because you are going to get busy. Okay? Get ready so you can jot this stuff down.

So I go to the Google keyword planner is what it's called. And you can just research keywords. You can type in your initial key phrase that you think people would be searching for that you're trying to target. Okay?

So if you're targeting just the people who are looking to build a business online, you would target keywords like how to build a business on the internet, how to build a business online, how to stay at home and work from there. And so you would type these key phrases into the Google keyword planner and you hit enter and they're going to give you a bunch of other keywords. They're related key phrases that are related to the one that you put in hundreds and hundreds. So finding keywords is not a hard thing to do.

Okay? Whatever you are, whoever you're wanting to target is just brainstorm. What are they going to be typing into Google? Okay?

And then you can go ahead and just punch that into the Google keyword planner and you can get some ideas for keywords. So I would just take one of those keywords and I would design a video around that one key phrase. Okay? So for example, if I was targeting how to build a business on the internet.

I would record a video and the complete intention for that video, 100% was to target that keyword, how to build a business. Now this is where the power of this comes in is because, for example, Facebook ads. I've got some very, very good friends, Justin, Jabril, Rhonda, they all use Facebook ads in their business. They do incredibly well.

But the thing with Facebook is you've got to try and get someone's attention. You can work out their interests. You can work out what they're into. You can work out what pages they've liked and their demographic.

But in that present moment, they weren't looking for that. That kind of solution. So you've got to try and design an ad to get their attention. The power of this is someone is literally in the very moment that they want something, they are typing into Google, this is what I want.

They're typing in how to build a business online. In that very moment is when they wanted something. So if you can get in front of that person in that very moment, there's a much higher chance they're going to opt into your list, they're going to take action and they're going to join your business. It's powerful stuff.

I want you to get this because there's nothing like targeting someone exactly when they wanted something. Okay? And it works in any market, any niche. You find a keyword and the only way someone can find your video that you've targeted for that keyword is if they were typing it in in that present moment.

Because they're going to type in how to build a business, they're going to click enter on Google and your video is going to pop up on the search results if you were targeting that keyword. Then they're going to click on that video, they're going to follow through, they're going to go through your funnel and they're going to take action because you captured them when they actually wanted that thing. Does that make sense? Yeah?

Make sense? Okay, cool. So what I want you to do is once you put a YouTube video together, I want you also to post it on your Kulatu blog, okay? Because if you've done a YouTube video already targeting a keyword, why not leverage other mediums as well?

So your blog, you'd create a new blog post and the title of that blog post is going to be whatever the title of your YouTube video is going to be and that would have been the keyword. Is that making sense? So you're going to do a blog post as well and you're just going to paste the YouTube video. You're going to get the embed code from YouTube.

Is everyone familiar with getting an embed code? Yeah. Okay. If not, just YouTube a tutorial.

There's tons of tutorials. So grab your YouTube video, post it on your blog as well and then your blog post has a chance to rank as well and when they click on that blog post, they're going to watch your YouTube video as if they're watching it on YouTube and there's double chances of people coming into your funnel. So that's the kind of beginning part of what we do. The next thing is where do we point them?

Well, we point them to our capture page, okay? Now if you're brand, brand new, you can just use the funnels that Empower Network provide. Okay? If you're using our accredited third party system, iPass too, they have capture pages as well.

So whichever one you want to use, there are capture pages ready for you to use if you're brand, brand new. Okay? So you can use that. What I recommend is that you brand yourself.

You brand your own capture page. That's what I do. I've built all of my own capture pages. What I'm teaching you here is a case study.

So I want to be really just open and showing you exactly what I've done. So I create my own capture pages so that I know I'm the only person on the entire internet that has that capture page. Okay? So your capture page, just to give you a little walk through and a tip on how to structure this the right way, less is more on your capture page.

It really is. Okay? That's why the way that iPass and Empower Network have structured their capture pages, it's just some text with a really enticing headline and maybe a sub headline and then an opt-in box. Okay?

I've tested doing videos on my capture pages and it doesn't work. Okay? The temptation when you're first getting started is you hear about the power of video so you want to use it everywhere. Okay?

And I'm here to tell you there's the right place to use it and there's the wrong place to use it. So I personally don't use videos on capture pages. It might work for you. In my experience, the longer you keep someone …

What you've got to think about is with your capture page, what's the goal of the capture page? Someone shout it out. What's the one goal of the capture page? To capture the lead.

To capture the subscriber. So that's the only action you want them to take. The only action. I don't want them to stay put on my website for minutes.

Minutes upon minutes upon minutes just to get that action. I want to get that action quickly. Very quickly. So if there's a video there, they've got to click play or if it's on autoplay, that's fine.

They've got to sit there and watch this video for one minute, two minutes, three minutes. I've seen some of you that have capture pages that have 20 minute videos on them and people don't want to sit there and watch a video of 20 minutes and the ones that get to the end, it's probably like 1% of the people that arrived at the capture page and then a smaller amount of that are actually going to opt in. So I just have text-based capture pages. And sometimes literally just one headline and an opt-in box.

Sometimes less is more. And so that headline just needs to be very engaging and causing someone to actually opt in. So what you can do is you can create a new capture page for every new keyword video you target. So if you targeted how to build a business on the internet and they come through to your capture page, your capture page headline can be opt in below to discover how you can build a business on the internet without working more than two hours a day or something like that.

Do you know what I mean? You can target whatever the keyword was that you knew, you know that they've come from. Okay. I learned a really cool tip from a friend of mine called Dagon Smith.

He's a big, big marketer. Who knows Dagon Smith? Yeah, really cool guy. And he came up with this design for a headline, which is how to X, Y, Z without X, Y, Z.

Okay. So write that down. How to, and obviously fill in the gap without filling the gap. So it's like how to build a business on the internet.

How to build a business on the internet without giving up your job while you're starting or how to build a business on the internet without working more than two hours a day. Is that kind of making sense? So you fill in the gaps either side and that headline works really well and I use it all the time. Okay.

So you've got your capture page. Where are we going to go next? I'm just curious to see if anyone knows where I'm going to go with this. Just go ahead and shout it out if you know where I'm going to go with this.

Bridge page. Bridge page. Pre-sale video. Exactly.

We're going to go to a pre-sale video. So what I have is a very simple page like this. You can see it on the screen. Oh, I'm moving.

There we go. So I have a little page like this and I have my pre-sale video on there, okay? And that's coming up. Can everyone see that on the screen?

Yeah? I didn't get enough yeses. Can everyone see that? Okay.

Cool. So I'd have my bridge page video. Very simple page. It's a one page with a video and a button to come over to the sales video.

Now again, some of you can get this wrong. The goal of a bridge page video is to bridge the gap between your capture page and your sales page, okay? More and more people in this industry don't want to be sold to, okay? If they're sold to immediately, there's a resistance that happens.

They come through your capture page expecting to get some goodies and expecting to see what you've got going on. If you sell them straight away, just most people won't like that, okay? More and more our industry is kind of repelling that. And so what we do is we bridge the gap between our capture page and our sales page, okay?

So the way that you design this bridge page video is very specific, okay? It's called a soft sell. It's not a hard sell. It's actually called a soft sell.

It's where you're pre-framing your business. You're pre-framing Empower Network, but you're not doing the whole, you know, click the button right now and buy now. It's only, you know, X, Y, Z amount of money and you've got to do it in the next… Leave that to Dave Wood.

Leave that to the sales videos that you're using, okay? That's not your job. Okay? Everyone repeat.

That's not my job. That's not my job. Cool. It's not your job to do the hard selling.

Your job is to soft sell. Your job is to brand yourself. Get people interested in your business. Your brand.

Pre-frame your business in Power Network and then pass them over to the sales video which will do the selling, okay? So the way I structure this, there's a few simple steps if I can remember them on the spot. The first is you want to introduce yourself, okay? You might want to write this down and it'd probably change if I did this presentation tomorrow because I'm just going to kind of make it up on the spot, but it does kind of follow a simple structure.

Introduce yourself, okay? They need to know, you know, who you are. They've just come through to your video. You've got to know that when they…

When it's on your capture page and they give you their name and email address, that's a big deal. It's a big deal. Sometimes I forget that. Sometimes I forget that people are taking a big risk when they give you their name and email address and say, hey, I'm going to give you permission to email me.

They've typed something into Google. They've clicked on your video. They've watched your YouTube video. They've now clicked onto your capture page.

They've entered their name and email address and they've come to your bridge page. At this point, they've done a lot of stuff to get to where they are. They've had to fulfill a lot of steps to actually get to this bridge page video. I'm just going to…

I'm really just going to check back. Okay. video, so don't ruin it, okay? And introduce yourself and say, what you want to do is, and I learned this from Ryan Dice, you have to, what's the word?

You have to show them that you know the steps they just took. So you don't have them come through your capture page and go to your bridge page and you instantly go into your store, you instantly go into whatever. You've got to thank them for opting in. You've got to say, hi guys, it's John Pemberthy here, thanks so much for opting in your information on the previous page, really appreciate it, got some really cool stuff for you.

Anyway, let me just go ahead and introduce myself for those of you who don't know me already. That's a rough idea of how I would start it. I would thank them for opting in because it was a big deal and people appreciate it when you do that and I appreciate it. If I opt into someone's list and I go through and they thanked me for opting in, I'm like, yeah, I appreciate that.

It was, I didn't really want to give you my real email address, but I did, so I appreciate you thanking me. And so you want to introduce yourself. The next step is you want to show them that you know the struggles that they have, okay? So you can target that based on whatever your target audience is.

Okay? Whether you're targeting keyword based videos, whether you are doing Facebook ads or whatever else, you should have your avatar, you should have your target audience. So pinpoint their pain points and the things that they're struggling with because the only reason they're coming through your funnel is because they have a problem that they need a solution to. It's always going to be the case.

Someone who's got it completely sorted is not searching for stuff online and is not clicking around links, okay? People that do that have a particular problem that you can have the solution to, okay? So you introduce yourself. You show them that you know the problems that they have.

The next step is when you build a relationship, when you allow them to relate to you. So you say, I used to have the struggles that you have right now. Okay? So you say, so introduce yourself, I know your struggles.

I used to have the same struggles, okay? That's the third step. I used to have the same struggles. And in about 30 seconds, explain how you used to struggle with the same thing.

I was trying to build a business online. I just couldn't get something going. I was busy. How can I help you?

How can you help me? How can I help you? Okay? Next step is try to connect your relationship with the success that you have as well, okay?

You should buying all these different coaching programs, training programs, going to boot camps. I was not learning how to do it. Nothing worked for me. You're relating with them because they're in that position as well.

The fourth step is to show them that you then found the solution. This is when you begin to pre-frame your business, pre-frame Empower Network. You say, and then I found something. I found Empower Network and I actually started to get some results.

I saw a community of people who were getting stuff done. I knew I could do it and I've moved into this business and I'm just flying. Then you introduce your business. You say, now I have the solution.

Then the fifth step is you tell them where to get it. You don't say, click the link below right now. There's a timer on this page. If you don't click it, it's going to count.

You don't do that stuff on your bridge page video. You simply just say, and in fact, would it help if I just give you an example of a kind of close that I would do? Because I don't normally just say, click the link below. I don't think that's, you need to tell them what to expect on the next page.

You always have to do that. It's really, really important. If you're leading someone for a funnel or a procedure, you need to make it very clear and very congruent on the next step. If you just tell them to click the link below, so if they're on your bridge page video right now, they're watching your video and you just say, click the link below right now to see the business.

If they click on this video and come to the sales page, it's going to be a bit confusing. They're going to go, well, I didn't really know what to expect here. I'm a bit overwhelmed. This is how I would close it.

If I was using, let's say, the Empower Network funnel. I'm not actually sure who's in the video. Let's just say it's Dave Wood for this example. I would say, so if you're interested in checking out the business that I'm using, go ahead and click the link below.

What you're going to find over there is a video from one of my mentors, Dave Wood, and he's going to go ahead and explain to you exactly how this business works. He's going to show you the platform. He's going to show you what it entails. It's going to show you how you can get up and running with it in the next 24 hours.

I've been using this exact system. I'd love for you to go ahead and check it out. Click the link below if that would interest you, and Dave Wood is waiting for you on the other side. Something like that.

You're pre-framing what they're going to expect on the next page. I promise you, if you do it that way, more people will stick to the sales video and watch it on the next page because they already know what they're going to expect. When they click through, here's what he told me it was going to be here. I feel comfortable.

I'm going to wait and watch this video. Make sense? Cool. That's obviously going to point to the sales video.

This is where we're making the sale. Sales page. My handwriting is horrendous. I told you, I failed at school.

You've got your sales page here. This is where the money's made. Now, all the marketing we're doing is we want people to land on this page, and we want them to join our business. That's the goal right now.

We want them to join our business. Some people will come through our YouTube video or our blog post or whatever other traffic method you're using, and they're going to come through to your capture page. If you've got an enticing headline and less is more, they're going to come through to your bridge page video. If you do your bridge page video the way I've just told you, outlining those steps.

I just want to check. Did everyone catch those steps? Okay, good, because I do talk fast. They've come to your bridge page video.

You've pre-framed your business. Now, they're going to come to a sales page. The ideal situation is that they're going to join your business there and then. That's the ideal situation.

If everyone did that, our job would be done, but that's not quite how it works. Not everyone is going to join your business. Some people need some more time to think about it. Some people need more information.

Some people want to get to know you a bit more, because you've got to remember, people join people. They don't join opportunities. This is why it's so important to brand yourself with your videos and with your pages so that you're branding yourself. You're building that relationship, and they're going to go ahead and join through you.

Some people just won't join straight away. Here's what I do. I send email number one. Email number one is going to go back to my bridge page video.

Now, all of you should have an autoresponder, correct? Aweber or GetResponse or something similar. You all know that you can set up automatic emails to go out as soon as someone opts into your list, correct? Email number one, I'm going to send them back to my bridge page video.

It's going to be a bit of a welcome video. It's going to say, hey, thanks so much again for opting into my email list to hear more about my business. In case you didn't get a chance to watch the video or life got in the way, I understand things are busy. I just want to go ahead and send you a link to that video again so you can go ahead and check it out.

You're going to send them to the bridge page video again because ideally we want them to really see this because it pre-frames the business. Then obviously some of them will go through this procedure and they'll come to the sales page. Am I going too fast? Is this making sense?

It's all good? It's all good. Okay. That's email number one.

Email number two, I typically send straight now to the sales page. I send a second email, maybe day two or day three in my autoresponder. I'm just going to send them straight to the sales page and just say, hi, guys. I'm going to send you a video talking about the business that I'm in, the opportunity that I have.

I just wanted to go ahead and just give you a direct link to check out the presentation for that business. That's what I send on day two, something similar to what I just outlined there, or you can send it back to the bridge page video. It doesn't really matter which one you want to do. I tend to do email one, goes to the bridge page.

Email two goes to the sales page. Now, again, some people won't go through this procedure and buy. There will always be someone who won't buy immediately. What do we need to do?

We need to overcome their objectives. We need to pull away the resistance that they have. We need to answer some of the questions that they needed answered beforehand. This is what you need to remember is that if someone doesn't join your business, there is a reason.

Us as marketers, what we need to do is we need to find out that reason and we need to eliminate as many of them as we possibly can so that they come through and join our business. Make sense? There's always a reason if someone doesn't join. Now, my job and your job is to eliminate any reason why they wouldn't join your business.

We do this via value-based emails and videos that you're going to send to them. Again, I love video. I do it all the time. Now, I'm going to send them a sequence of videos that are going to be purely content-based, but they have a two-fold benefit.

One is that we're providing value and content to our list. Second is that we're going to have a gentle call to action at the end of each video, coming back to the sales page. Now, I apologize if I offend anyone here, but I don't like some style of marketing where you have 100 messages in your autoresponder set up, I know you're with me on this, all going to the sales page. Every single one of them is, you didn't click it yesterday, click it now.

You didn't click it yesterday, click it now. Click this link right now. Buy now. If you send them straight back here, there's a reason why they didn't buy.

So sending them there 100 times is not going to change that. Now, there is one rule that it takes about seven appearances of an offer for someone to take action. Okay, so it does take a few times, but we're going to do it via value-based videos that I'm going to show you right now, and I'm running out of time. So I don't like that style where you're just pounding them to the sales video.

They're either going to get stagnant, they're not going to listen to you anymore, they're not going to open your emails, or they're going to unsubscribe. It's just, I don't think it's a good way to build your list. It's all about relationship in this business. We are in a relationship business.

So the next thing I want to do is I'm going to send email number three, and email number three is going to go to, let's put it over here just so we can see. Okay, value video. And we're going to overcome objections. So I'm going to show you, in fact, I'm going to draw it out pretty quickly so that we can make sure we get this done.

So what I have set up is I have five value videos set up. Okay? Okay? Five value videos.

So one is I talk about the importance of list building. So I'm training them at the same time, and it's simple stuff. Each and every one of you in this room could do the videos the way that I've done them. Okay?

Because all I did in video one is I just said, hey guys, I just want to go ahead and give you some cool stuff. I just learned something recently. I want to go ahead and give you some cool stuff. I just learned something today.

I just want to go ahead and share it with you. I put a video together for you. Okay? And that video would just say, hi guys, in today's video, I just want to go ahead and explain to you the benefit and the reason why you need to be doing list building.

Okay? If someone comes to your business, 1% of them might join, 99% of them are going to leave. If you don't capture their name and email address and their details, they're gone forever. You can't follow up with them.

It's really important to be able to follow up with your leads in your business. It doesn't matter what business you're in. Hey, by the way, if you want to check out the business that I'm involved in, list building is a big thing that we teach in here. I'm going to train you on how to do that.

Okay? So it's value based. And then we're actually going to give a call to action to our business again. And that's going to go straight to the sales page.

Value based video number two. Maybe I'll talk about the need for coaching. I'll say coaching in this business is so important. You need to get around a community of people who can aid you and help you and spur you on so that you can learn the skills that you need to, but have a coach there that can help you.

Okay? You need to have a coach. And then the call to action at the end will just be, by the way, if you want me to be your coach, I understand this business. I know it.

I'm happy to coach you. If you want to come on into my business, I'll leave a link below. You can check it out and I'll be your coach and I'll show you how to do this thing. Okay?

Is this making sense? Cool. So that's value based. Value based video number one.

Value based video number two. And it just follows that pattern. So number three, maybe I'll just teach them something else. I'll teach them the importance of, I don't even know.

We'll just give them some… My mind goes completely blank. It's got too much in my head. So…

Huh? It's going to be awesome. But it's going to be awesome. It's going to be…

Well, it's going to be value based. This is the biggest thing that you need to take away from this is all of your follow up emails should have some kind of value in it and they should be different. Okay? I just don't blast the same thing, the same link and video to your list every day for 100 days.

Just please don't do that. Promise me you won't do that. Promise me you won't do that. Promise me you'll do it value based marketing.

Thank you. And so you would just follow that rhythm. So I've done five videos and that just worked pretty well for me. And the only reason I stopped is because I just couldn't be bothered to do is six, but you can do as many as you want.

Okay? So if you've got tons of content to deliver, you can just go ahead and do that. Just give snippets of things that you're learning in Empower Network. You know, the NLP stuff that Dave Wood teaches you and all the marketing stuff you're learning in the products.

Just give snippets away, then have a call to action back to your business. Okay? This is the way that I've done my funnel. This is why this is like a simple version of it.

Okay? So just to clarify, we're getting our traffic. Doesn't matter how you're doing it. I personally do it all with YouTube videos.

I just like to have that connection with someone before they even join because in the last couple minutes I have, I want to explain why I get a consistent 60 to 70% opt-in rate on my capture pages. Who wants to know how I'm doing that? Okay? When I first started doing that, I didn't even know how I was doing it.

Okay? The funny thing about this business is I started making 10, 20, $30,000 a month before I even knew what I was doing. I promise you, because I was just following training. I was being taught.

I was just following what I was told to do and I didn't know how I was getting the results. Now obviously, income disclaimer again for the sake of the video, results are not guaranteed. But I was making that money before I even knew what I was doing. One of the reasons why I was having such a high opt-in rate before I even knew what I was doing is because I was pre-framing the traffic from YouTube.

Okay? Which is why Jabril at our mastermind we just had for the last couple of days was teaching about video ads on Facebook now because video is taking over because what you can do with video before they even come into your website is you pre-frame yourself, you position yourself and they are taking the step to come to your page. This is powerful. I want you to get this because if you just chuck an ad out on the internet and you're saying, hey, I'm over here.

Click on my ad. Come over. You're kind of forcing the click. They're like, okay.

Right. I'll click. Go and wow me. Whereas the way I do it is I target someone on YouTube who I know what they're searching for but by the time they come through, they watch my video and they're watching what I'm doing and they're beginning to like me.

They're understanding that I'm doing this. They're what I'm about, they are willingly clicking that button. They willingly do it. I have obviously a gentle call to action, but they're the one now saying, do you know what?

I like this dude. I like this gal. I'm going to go ahead and see what they're about. Do you see how that changes?

Do you see how that's more powerful when they're making the decision to come through? So as long as my capture page is remotely attractive and my headline is remotely attractive, they will opt in because they made the decision to come through and actually make that decision to come through my funnel. So once I wow them here, they're going to continue to move through. If you position this in the right way, that you're not forcing the sale, it's a soft sale, they will like you, they will relate to you, and then they'll come through.

They might join your business, and if not, you can follow up with value-based videos. Okay, make sense? Cool. I'm bang out of time, so I hope that was helpful to you.

My time's up. Thank you. Thank you. Thanks a lot.

Thanks a lot. Okay. Cool. Appreciate it.

I really do appreciate it. Just so you know, we really appreciate you guys being here, and I know that where you're at right now, there's no reason why you can't be on this stage. I promise you, there's no reason. I struggled in school, and I didn't do well, and the only reason I'm here, and it baffles me that I've spoken on this stage about five or six times, I don't know how I'm here.

It's because I focused, and I was dedicated to making this business work, and I didn't let anything stand in my way. So I promise you, we appreciate you being here. We're glad, and there's nothing stopping you doing the same thing. So with that, I just want to go ahead and introduce our next speaker.

This is a good friend of mine. He's a very servant-hearted guy. You may well have seen him on Facebook. He has the funniest videos.

In fact, he did a recent one where him and a good friend of mine, Rhonda Swammer, going back and forth, and he was taking the mick out of her that she dresses up as Wonder Woman at our last event. Who saw the video where Michelangelo is there in his little Wonder Woman outfit, like covering up his nipples? It was the funniest thing in the world. So I'm going to go ahead and introduce Michelangelo, but he's just a dude.

I appreciate you, man. We're good friends. He's very servant-hearted, lets me stay around his house, and we just mastermind. He's a good lad.

So give it up for Michelangelo. I say what I want, Lopez.