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 Have you ever poured your heart and soul

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 into a marketing campaign, like the

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 emails, the posts, the offer, and the

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 results just came up flat?

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 And you can't figure out why.

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 Well, here's what I've learned after

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 doing this for over 24 years.

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 When a campaign underperforms, it's

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 almost never the

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 whole thing that's broken.

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 It's usually one specific thing.

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 And most of us do the exact wrong thing.

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 We tear the whole campaign down and we

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 rebuild it from scratch.

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 When really, we could have just tweaked

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 one little thing and the whole thing

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 would have started working.

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 Now today, I'm gonna show you how to find

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 that one week spot in any campaign.

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 The exact point where

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 you're losing people.

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 And I'm gonna walk you through a simple

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 way to spot it, a real story of how one

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 client found hers and what

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 to do once you've got it.

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 And by the end, you'll

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 it isn't, and you're tired of guessing,

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 then this episode is for you.

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 So I wanna start off by sharing an

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 example of what we're gonna talk about

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 here today by sharing a

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 story of a client of mine, Lisa.

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 Now this happened during a VIP day.

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 So I reserve one day a month to work

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 one-on-one with clients.

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 In this particular case, I was working

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 with Lisa and she wanted to

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 deconstruct a webinar campaign.

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 She came to me and she said, "Stu, I suck

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 at sales and I need your help designing a

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 webinar that converts."

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 So I said, "Okay."

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 So I said, "Before you jump to these

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 conclusions that you quote suck at sales,

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 let's just take a

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 look at what's going on."

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 So we dug into the numbers and

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 specifically, I was looking at all of the

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 different conversion points along the

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 way, and what we discovered was that Lisa

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 does not suck at sales.

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 In fact, Lisa is really good at sales,

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 but there was one part of her webinar

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 campaign that was broken, and if we fixed

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 that one thing, it would dramatically

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 improve the results of everything else.

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 And so here's what most

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 people do in that spot.

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 When they have a campaign that isn't

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 working, they blame everything, the ads,

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 the emails, the offer.

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 Like I said, Lisa was ready to scrap the

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 whole thing and start over.

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 But as I also said, you gotta hold on in

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 those moments because before you rebuild

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 anything, it's best to first identify

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 where you're actually losing people.

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 You gotta find the leak.

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 So that's exactly what we did with Lisa.

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 We mapped out her whole campaign and we

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 looked at every point where

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 someone could say yes or no.

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 It started with the ads, then the

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 registration page, then people actually

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 showing up on the webinar, and then the

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 point where she made her offer.

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 And we looked for the one spot where the

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 numbers fell off and we found it.

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 See, people were registering just fine.

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 So her ads were working, her opt-in page

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 was pretty solid, but they weren't

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 showing up and that was the leak.

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 The weak conversion point was the gap

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 between people signing

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 up and actually attending.

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 And if they don't attend,

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 then they don't see the offer.

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 And if they don't see the

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 offer, then they don't buy.

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 But here's the crazy part.

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 The people that saw

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 the offer, they bought.

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 So Lisa didn't suck at sales.

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 In fact, her

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 conversion rate was really good.

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 And so that's what we

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 started to dig into.

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 So I asked her one simple question.

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 I said, what is your

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 webinar actually about?

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 Like we've gotta identify the reason why

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 people are not showing up.

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 Now she said her whole webinar was about

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 manifestation and abundance.

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 So then I got curious and I asked her to

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 pull up her most popular posts on her

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 social media account, specifically

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 Instagram, because that's where the

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 majority of her audience is.

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 And right there, that's where we found

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 the one thing that changed everything.

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 See, we made one change at

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 that weak point, just one.

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 And her show up rate

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 went from 35% to 58%.

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 And her stick rate

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 jumped from 20 minutes to 45.

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 Same audience, same

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 offer, same promotion.

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 We just fixed that one

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 spot that was broken.

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 Now here's the bottom line.

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 Lisa didn't need a new campaign.

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 She needed to find the one weak

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 conversion point and then fix that.

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 And that's exactly what I

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 wanna teach you how to do.

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 So it boils down to a few key things.

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 Lesson number one, find

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 the leak, fix the leak.

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 So every campaign, no matter what you're

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 selling, is really a

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 series of small yes moments.

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 And I call these your conversion points.

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 So someone says yes to the ad.

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 Someone says yes to registering.

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 Someone says yes to showing up.

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 Someone says yes to staying

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 during the whole presentation.

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 And then someone says yes to buying.

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 When a campaign underperforms, one of

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 those yeses is usually quietly breaking

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 it whole thing down.

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 So your job is to

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 figure out which one is it.

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 So think of your campaign kind of like a

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 garden hose with a kink in it.

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 The water's on full blast, but somewhere

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 there's a kink choking the flow.

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 And you don't need to replace the whole

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 hose, you just need to find the kink.

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 So lesson number one, map every

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 conversion point in your campaign.

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 First, you gotta see all the spots where

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 someone says yes or no, because you can't

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 fix a leak you can't see.

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 So walk through a typical

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 campaign's conversion points.

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 Is it, do you have ads?

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 And if so, are they clicking on the ads?

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 Because if not, then

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 that's the thing to fix.

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 If they click on the ads and they land on

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 the registration page or the opt-in page,

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 are they signing up?

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 Because if they're not signing up, then

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 you gotta fix the opt-in page.

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 But if they're signing

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 up, are they showing up?

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 Because if they're not showing up, we

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 need to get them there, right?

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 We gotta increase our show up rate.

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 And if they show up, are they staying

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 until the point where you make the offer?

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 If not, we gotta fix the presentation.

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 Now, if they're staying to

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 see the offer, are they buying?

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 If not, then we gotta tweak the offer.

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 See, I want you to map out your campaign.

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 This was for a webinar, so you can see

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 all of those conversion points.

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 But maybe your campaign's a little bit

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 different, but all you have to do is you

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 just have to identify those conversion

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 points where people are

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 making a yes or no decision.

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 So, first things first, write out all of

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 these for your campaign.

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 Every single yes or no moment.

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 This is your map.

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 Is this making sense so far?

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 Okay, from here it gets even more simple.

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 Number two, find where

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 the numbers fall off.

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 So, now I want you to look at the numbers

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 at each one of those conversion points.

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 And you're hunting for the

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 spot where they drop off.

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 Okay, so let me give

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 you some basic benchmarks.

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 For an opt-in page, if it's cold traffic,

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 I'm looking for anything above 30%.

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 If it's warm traffic, I'm

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 looking closer to 50% or higher.

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 So, if it's not within that 30 to 50%

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 range for cold and warm traffic, then

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 that's where you want to

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 double down and put some focus.

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 And by the way, if you want some ideas on

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 how you can improve your conversions for

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 your opt-in page, go listen to episode

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 231, because that's where I talked about

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 four changes that

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 doubled our opt-in rate.

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 These were little experiments that we did

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 that significantly

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 increased our opt-in rate.

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 So, if you wanna increase your opt-in

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 rate, go listen to that episode.

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 Couple other benchmarks. 40 to 50% is the

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 industry average for show-up rates.

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 So, if you're getting less than that,

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 then definitely put some work in there.

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 Again, anything above that is excellent.

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 So, if it's under 40%,

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 then that's your leak.

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 Now, as it relates to stick rate, meaning

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 the percentage of

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 people that are staying,

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 What we have found is a benchmark report

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 that says about 51 minutes is the sweet

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 spot for a 60-minute session.

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 Meaning, if you are losing people before

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 that 51-minute session or time slot, then

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 you gotta look at your presentation,

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 because it's not pulling people through

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 and you're gonna wanna tweak that.

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 So, a couple benchmarks for you.

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 Hopefully it helps.

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 But here's the hard part.

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 You have to be honest.

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 You can't fix the

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 spot that you wanna fix.

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 You gotta fix the spot

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 that the data points to.

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 Making sense?

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 Okay, point number three.

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 Find the why, then fix that one spot.

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 So, once you've found the leak, now you

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 gotta ask why it's leaking.

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 And often the answer is a mismatch

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 between what you

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 promised and what you delivered.

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 So, back to Lisa.

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 Lisa's leak was the show-up moment.

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 So, we asked why.

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 And we pulled her top 16

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 posts from her Instagram account.

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 And 15 of the 16 were talking about a

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 completely different topic.

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 So, she'd gotten half a million views on

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 this one topic, but her webinar was on a

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 completely different topic.

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 So, her audience told her exactly what

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 they wanted with their attention.

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 But the campaign promised one

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 thing and delivered another.

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 So, people felt disconnected, even if

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 they couldn't name it,

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 so they didn't show up.

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 It's like advertising a pizza place and

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 then serving sushi when people walk in.

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 It's maybe good sushi, but

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 that's not what they came for.

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 So, we needed then to align the campaign

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 to what was already working.

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 Same offer, same structure.

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 We just pointed the whole thing at the

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 topic that people

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 were most interested in.

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 And her audience loved it.

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 And the leak sealed itself.

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 So, here's the beauty of this.

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 You don't need to rebuild everything.

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 You just need to make one

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00:10:12,458 --> 00:10:15,166
 focused change at the weak spot.

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 And listen, this isn't

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 just something I teach.

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 It's how we run our own campaigns.

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 You can go back and

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00:10:20,791 --> 00:10:22,625
 even listen to episode 264.

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00:10:23,333 --> 00:10:24,916
 I walked through a bunch of funnel

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00:10:24,916 --> 00:10:25,958
 experiments that we

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 ran to lift our sales.

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00:10:28,000 --> 00:10:30,458
 and every single one of those was us

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 finding a weak spot in the campaign,

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 testing something new, and

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 making one change at a time.

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 See, I want you to notice

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 the pattern in both of those.

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 We didn't blow up the whole funnel.

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 We found the one spot that was leaking

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00:10:44,000 --> 00:10:45,625
 and we focused our attention there.

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00:10:45,875 --> 00:10:47,333
 so a couple other examples of small

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00:10:47,333 --> 00:10:49,083
 changes that can make a big impact.

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00:10:49,375 --> 00:10:51,458
 First and foremost, always look at your

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00:10:51,458 --> 00:10:54,416
 headline because your headline can have a

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00:10:54,416 --> 00:10:56,916
 massive impact on the results, especially

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00:10:56,916 --> 00:10:59,041
 when it comes to your ads, to your

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 landing pages, and

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00:11:01,250 --> 00:11:02,708
 opt-in pages, et cetera.

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 So, headlines, really, really important.

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 Second, simplify the

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 page as much as possible.

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 And match the language

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 to what they clicked on.

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 So, if they're clicking on an ad about

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 topic A, then make sure the language on

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00:11:14,750 --> 00:11:17,250
 your registration page is about topic A,

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 and just make sure the language all the

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00:11:19,333 --> 00:11:20,833
 way through is matching.

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00:11:21,250 --> 00:11:24,750
 So, like Lisa, her most popular post was

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 on a completely

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00:11:25,333 --> 00:11:26,916
 different topic than the webinar.

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00:11:27,250 --> 00:11:28,375
 So, you wanna make sure

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00:11:28,375 --> 00:11:29,708
 that that's all aligned.

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00:11:30,041 --> 00:11:32,333
 Now, another way to dramatically increase

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00:11:32,333 --> 00:11:35,458
 your opt-in rate is to use comment to DM.

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00:11:35,875 --> 00:11:36,791
 You know what I'm talking about, right?

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00:11:37,166 --> 00:11:39,458
 When you're on Instagram and a post says

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 "comment xyz word" and then all of a

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00:11:42,125 --> 00:11:43,916
 sudden it sends you something, well, you

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00:11:43,916 --> 00:11:45,458
 can do that using manychat.

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00:11:46,000 --> 00:11:46,750
 And manychat

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00:11:47,416 --> 00:11:51,208
 that DM opt-ins convert at 65 to 90%

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 versus the 30 to 50% that we

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 were talking about earlier.

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 So if you're on Instagram, use the

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00:11:59,625 --> 00:12:02,125
 comment to DM because it will

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00:12:02,125 --> 00:12:04,833
 dramatically improve your opt-in rates.

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00:12:05,250 --> 00:12:07,416
 So those are some few things, but like I

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00:12:07,416 --> 00:12:09,750
 said, go back and listen to episode

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00:12:09,750 --> 00:12:12,708
 number 231, which is the four changes

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00:12:12,708 --> 00:12:15,041
 that doubled our opt-in rate, and episode

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00:12:15,041 --> 00:12:17,666
 264, which were the funnel experiments

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00:12:17,666 --> 00:12:19,916
 that we did to increase our sales.

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00:12:20,458 --> 00:12:22,166
 But bottom line here is just change one

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00:12:22,166 --> 00:12:23,583
 thing, then run it again

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 and watch that one number.

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00:12:25,541 --> 00:12:26,166
 Did it move?

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00:12:26,750 --> 00:12:28,541
 If yes, then you found your leak.

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00:12:28,541 --> 00:12:29,416
 And if not, then

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 you've got the wrong spot.

354
00:12:30,625 --> 00:12:32,125
 Go back to your map and look at it again.

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00:12:32,625 --> 00:12:34,000
 But this is the difference between

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00:12:34,000 --> 00:12:35,250
 guessing and knowing.

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00:12:35,666 --> 00:12:38,500
 And most people change 10 things at once

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 and then they have no idea

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00:12:39,666 --> 00:12:40,958
 what works and what doesn't.

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00:12:41,208 --> 00:12:42,708
 You've got to change one and you've got

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00:12:42,708 --> 00:12:44,166
 to learn from that and then

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00:12:44,166 --> 00:12:45,875
 change it again from there.

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00:12:46,250 --> 00:12:47,041
 So here's your homework.

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00:12:47,458 --> 00:12:48,500
 Take one campaign that

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00:12:48,500 --> 00:12:49,291
 you're running right now.

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00:12:49,541 --> 00:12:52,208
 Map out every conversion point, every yes

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00:12:52,208 --> 00:12:54,666
 or no moment, and then find the one

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00:12:54,666 --> 00:12:56,500
 number that's falling off a cliff.

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00:12:56,791 --> 00:12:57,833
 That is your leak.

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00:12:58,083 --> 00:13:00,500
 then this week, make one change at that

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00:13:00,500 --> 00:13:02,708
 one spot, just one, and then run it again

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00:13:02,708 --> 00:13:05,458
 and watch what happens to that number.

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00:13:06,000 --> 00:13:07,541
 Now if this helped you, do me

374
00:13:07,541 --> 00:13:09,125
 a favor and go rate the show.

375
00:13:09,625 --> 00:13:12,000
 You know, I love reading the comments

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00:13:12,000 --> 00:13:13,833
 that are coming in on the show.

377
00:13:14,208 --> 00:13:15,875
 And by the way, you have no idea how

378
00:13:15,875 --> 00:13:18,583
 impactful your reviews are because they

379
00:13:18,583 --> 00:13:20,375
 help more people find the show.

380
00:13:20,583 --> 00:13:22,500
 And then, we are climbing up the charts.

381
00:13:22,500 --> 00:13:23,083
 Let's go.

382
00:13:23,083 --> 00:13:24,166
 We cracked the top 50.

383
00:13:25,000 --> 00:13:27,166
 And it's a big, big help

384
00:13:27,166 --> 00:13:29,208
 when you go and leave a review.

385
00:13:29,541 --> 00:13:31,166
 So recently, I'm not sure who this is.

386
00:13:31,500 --> 00:13:33,208
 The name is Tablet Lover.

387
00:13:33,833 --> 00:13:35,750
 But the comment was, "A must listen if

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00:13:35,750 --> 00:13:36,333
 you're an entrepreneur.

389
00:13:36,666 --> 00:13:38,000
 Stu, thank you for

390
00:13:38,000 --> 00:13:39,583
 bringing this show back.

391
00:13:39,583 --> 00:13:41,291
 Your guidance has been priceless for me

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00:13:41,291 --> 00:13:42,958
 as I work on building my creative

393
00:13:42,958 --> 00:13:44,958
 business and membership.

394
00:13:44,958 --> 00:13:46,750
 I can't recommend your show enough."

395
00:13:47,750 --> 00:13:48,833
 These are so incredible.

396
00:13:49,250 --> 00:13:51,583
 Thank you so much for everybody who is

397
00:13:51,583 --> 00:13:53,500
 going and leaving a review, whether it be

398
00:13:53,500 --> 00:13:56,750
 on Apple or whether it be on Spotify.

399
00:13:57,083 --> 00:13:57,750
 Thank you so much.

400
00:13:58,250 --> 00:14:00,500
 And if you want help building campaigns

401
00:14:00,500 --> 00:14:02,708
 that actually convert, then I encourage

402
00:14:02,708 --> 00:14:04,833
 you to come check out some of the

403
00:14:04,833 --> 00:14:06,166
 campaigns that we are doing.

404
00:14:06,458 --> 00:14:09,583
 If you go to WorkshopForAI.com, you'll

405
00:14:09,583 --> 00:14:10,750
 see some of that there.

406
00:14:11,250 --> 00:14:12,375
 All right, so let's bring this home.

407
00:14:13,000 --> 00:14:14,708
 Most marketing isn't broken.

408
00:14:14,708 --> 00:14:17,000
 There's just usually one weak spot that's

409
00:14:17,000 --> 00:14:18,500
 leaking your results.

410
00:14:19,041 --> 00:14:21,166
 So step one is you got to map out every

411
00:14:21,166 --> 00:14:22,291
 conversion point in your

412
00:14:22,291 --> 00:14:24,583
 campaign, every yes or no moment.

413
00:14:25,083 --> 00:14:26,791
 Step two is find the

414
00:14:26,791 --> 00:14:28,291
 numbers that are falling off.

415
00:14:28,541 --> 00:14:29,916
 That is your leak, and you

416
00:14:29,916 --> 00:14:31,041
 got to be honest about it.

417
00:14:31,333 --> 00:14:33,208
 And then step three is you want to ask

418
00:14:33,208 --> 00:14:35,125
 why it's leaking, and then you want to

419
00:14:35,125 --> 00:14:37,791
 make the one change in that one spot.

420
00:14:38,208 --> 00:14:39,958
 Usually it's a mismatch between what you

421
00:14:39,958 --> 00:14:41,166
 promised and what they wanted.

422
00:14:41,458 --> 00:14:43,208
 At the end of the day, you don't fix a

423
00:14:43,208 --> 00:14:44,750
 flat campaign by doing more.

424
00:14:44,958 --> 00:14:47,041
 You fix it by finding the one thing

425
00:14:47,041 --> 00:14:48,166
 that's quietly broken.

426
00:14:48,416 --> 00:14:51,250
 So stop guessing, find the leak, fix it,

427
00:14:51,250 --> 00:14:52,708
 and watch everything else lift.

428
00:14:53,291 --> 00:14:53,708
 Thank you for